Philadelphia

PHILADELPHIA FINDS PLEASURE IN SIMPLICITY

The brand’s new campaign will run across digital, social, video-on-demand channels, as well as in-store advertising.

Philadelphia has unveiled a new consumer campaign to help boost retailers’ sales.

Within the cheese market, processed cheese is growing at 2.8%, and brands are playing a huge part in this. Cream cheese products such as Philadelphia Light, which has the same great taste as Philadelphia Original enable consumers to make quick, convenient, and great-tasting lunches. In fact, the brand’s ‘Better for You’ range of lower fat products is in growth of 4.3%, making these products a must-stock for retailers.

The brand said: “The ‘Deliciously Simple’ campaign aims to make Philadelphia synonymous with simplicity, while keeping the importance of taste and the lunch occasion at its core.

“The high-impact campaign creatives will encourage busy shoppers to make their lunchtimes easy but delicious with Philadelphia.”

The campaign is supported by a significant spend on out-of-home activations in high-traffic key locations and at roadsides. It will also run across digital, social, video-on-demand channels, as well as in-store advertising, reaching 94% of UK adults from now through to July.

Last year the brand announced a move to recyclable packaging for Philadelphia Snack and Mini Tubs range, making the entire retail range of Philadelphia fully recyclable and labelled with OPRL – the UK’s most-recognised recycling label, to encourage consumers to dispose of packaging in the most responsible and sustainable way.

This focus on sustainability is part of the brand’s ‘Pack Light and Pack Right’ strategy, which supports its 2025 global goals to achieve 100% recyclable packaging and labelling with recycling information.

KP SNACKS CONTINUES CRICKET PARTNERSHIP

The company’s leading brands feature across the team shirts of eight men’s and women’s teams competing in The Hundred tournament.

KP Snacks has revealed the details of this year’s partnership with The Hundred, the 100 ball cricket competition. As the Official Team Partner of The Hundred, KP Snacks’ leading brands – popchips, Butterkist, Pom-Bear, Tyrrells, KP Nuts, Hula Hoops, McCoy’s and Skips – feature across the team shirts of eight men’s and women’s teams competing in the tournament.

KP Snacks has also launched a ‘Win and Get Active’ on-pack promotion as part of its ‘Everyone In’ campaign. The promotion runs across Eat Now formats for the eight brands, giving shoppers the chance to win thousands of bats and balls. Shoppers will also have the chance to win sports bundles, gift cards and tickets to The Hundred final via a series of promotions. In addition to this, the Hula Hoops, McCoy’s and Tyrrells ranges will feature engaging cricket-themed designs to further promote the partnership.

KP Snacks is also bringing back its ‘Everyone In’ online hub to offer families free and easy ways to get involved. The platform includes engaging content featuring cricketing stars, as well as no purchase necessary opportunities for consumers to win bats and balls. The hub will also help families with how they can get involved in cricket by providing information on their local clubs and national programmes.

Kevin McNair, Marketing Director at KP Snacks, said: “We’re delighted to be supporting our consumers in getting active through our partnership with The Hundred. Cricket is the perfect sport to get families moving and sharing special moments this summer, and we’ve got plenty of activities planned to continue driving interest in the sport. Over the course of our five-year partnership with The Hundred, we aim to help thousands of families across the UK get more active together.”

HEINEKEN UK LAUNCHES BIGGEST-EVER NATIONAL MARKETING CAMPAIGN

The £12m campaign moves cider advertising out of the traditional heartland of orchards and the West Country.

Heineken UK has launched its biggest-ever marketing campaign to support Strongbow Ultra Dark Fruit’s roll out to grocery and convenience channels in March.

Strongbow Ultra has been launched to grow cider penetration from its current 45.4% level and flavoured from 30.9%. The 4% ABV fruity cider is sold in slimline 330ml cans at 95 calories and with natural berry flavourings. It is targeted at 18 to 40-year-old men.

The ‘Drink the G.O.A.T.’ campaign centres around a purple goat, which casually nods along to garage music, moving cider advertising out of the traditional heartland of orchards and the West Country.

The marketing campaign launched with an Oxford Circus Tube Station takeover, dominated by the aforementioned purple goat.

The campaign’s aim is to encourage people to discover a different way of drinking cider and is designed for a generation of drinkers who love the excitement of trying something new. Ultra is perfectly positioned to target those consumers who are unwilling to compromise on great taste for a lower calorie drink.

Heineken Cider Brand Director, Rachel Holms, said: “This is Strongbow’s latest innovation and we are being more daring and disruptive than ever before to drive awareness and show that Strongbow Ultra Dark Fruit is worth the hype.

There is a heavyweight nationwide out-ofhome campaign, which features some iconic takeovers of Oxford Circus Tube Station and Manchester Piccadilly. The campaign will spread across television, social media, video-on-demand and through a 500,000 mini can sampling drive and will also see the famous Strongbow Yard at the Isle of White festival have an Ultra makeover.”

Holms continued: “With 59% of consumers looking for lighter choices when shopping and 60% of Brits saying taste is the most important factor when buying a drink, there is a clear gap in the market for a lower calorie, flavourful cider, which Ultra fills as a market pioneer.”

PICKS OF THE WEEK

TASTY BITES

Fridge Raiders is to launch a vegetarian version of its Tasty Bites. Made with fava beans, the meat-free Tasty Bites will initially be available in Slow-roasted and Katsu variants in 45g and 65g packs. They are in Sainsbury’s this week and available to c-stores later in May.

PANCAKE STACK

Rustlers is expanding its breakfast offering with the introduction of an All Day Breakfast Pancake Stack. The product features three buttermilk pancakes, served with a sachet of maple syrup-style sauce. The morning goods category is currently experiencing 11% year-on-year growth.

SAUCY CHANGE

HP Sauce and Heinz Salad Cream are both to be temporarily re-named this year, to celebrate the Queen’s platinum jubilee. The brands’ owner, Kraft Heinz, said specially labelled “HM Sauce” and “Heinz Salad Queen” packs will be available from 3 May while stocks last.

TRUFFLE TASTE

Marmite is launching its most “decadent and deluxe spread yet” – Marmite Truffle. The variant is packed with an umami flavour and aroma, along with the iconic Marmite taste. Jars RSP at £4.50 and are available exclusively in Sainsburys now, with a nationwide roll-out in June.

BERRY BLAST

WKD, SHS Drinks’ market-leading RTD range, has launched a limited-edition Berry Blast variant with the same 4.0% ABV as the brand’s regular RTDs. It rolls out in both 700ml (standard and £3.39 price-marked packs) and 275ml glass bottles (for inclusion in WKD mixed 10-packs).

COCKTAIL HOUR

Funkin Cocktails has unveiled new Peach on the Beach and Long Island Iced Tea variants. Peach on the Beach is available in a 200ml nitro can (ABV 5%, RSP £2) and in a 700ml bottle (ABV 10%, RSP £9). Long Island Iced Tea rolls out in a classic 250ml can (ABV 5%, RSP £2).