Picks of the Week

MOLSON COORS BACKS ASPALL WITH £3M CAMPAIGN

The activity will start in June with a comprehensive TV, video on-demand, digital, social and out-of-home media campaign, supported with experiential activity.

Aspall Cyder will hit TV screens later this year with its first TV ad as part of a new multi-millionpound marketing campaign launched by owner Molson Coors Beverage Company.

The £3m investment will commence in June with a comprehensive TV, video on-demand, digital, social and out-of-home media campaign, supported with experiential activity.

While building on the brand’s premium credentials, the marketing campaign will emphasise that “quality doesn’t need to be elitist or pretentious, it can be enjoyed by all, helping elevate social occasions into something really memorable”.

It follows a £13m investment in the Aspall Cyder House in Suffolk. A three-year renovation project has increased the site’s capacity by nearly 60% to the equivalent of 70 million pints annually – putting the brand in a position to better help its on- and off-trade customers meet growing demand for super-premium cider.

Phil Pick, Marketing Controller for Cider at Molson Coors, said: “Aspall is one of Suffolk’s most well-known exports. It’s been produced at the same site for nearly three hundred years and our investment in the Cyder House will ensure this continues for many more to come.

“Coupling the brand’s provenance with a multimillion-pound TV-led marketing campaign is a truly exciting prospect. It will further raise Aspall’s profile and help capitalise on the growth in popularity of premium ciders, that our newly rejuvenated Cyder House is ready to meet.”

WEETABIX UNVEILS ANIMATED AD

The advert is the latest in the brand’s long-running ‘Have You Had Your Weetabix?’ campaign.

Weetabix Food Company has launched a new TV ad that reminds viewers that when their day starts with Weetabix, anything is possible.

The 20-second advert, which debuts on 16 May on TV and social media, is the latest in the brand’s long-running ‘Have You Had Your Weetabix?’ campaign and is part of a £14m marketing spend in the past 12 months to support the brand.

This quirky hand-drawn animation is a fresh twist on the classic fairy-tale of the Three Little Pigs that takes inspiration from iconic cartoons but brings the genre up to date. Eagle-eyed viewers will spot the numerous ways in which the story has been modernised, with little touches such as an iPhone being charged in the house built of sticks.

With all Weetabix-branded products already HFSS compliant, it means that The Weetabix Food Company can continue to fully get behind its £250m brand portfolio in-store and on TV, creating excitement and visibility of the category.

Gareth Turner, Head of Marketing at Weetabix, said: “We have a long history here at Weetabix of putting a creative twist on famous stories for our commercials and we wanted an advert that would be as memorable as our iconic ‘Have you had yours?’ tagline. We are delighted how this new creative demonstrates that anyone can benefit from a Weetabix breakfast – even the Big Bad Wolf.

“We continue to lead investment in the cereal category to ensure Weetabix remains front of mind throughout the nation with those looking for a nutritious and affordable breakfast. This fun and memorable advert is just the latest part of our marketing for the legendary yellow box.”

SENSATIONS CELEBRATES PLATINUM JUBILEE WITH LIMITED-EDITION FLAVOURS

PepsiCo will also launch its first scale ATL campaign in more than two years to support the launch.

Walkers’ premium crisps range Sensations is set to launch two limited-edition flavours – Spit Roast Pork & Apple Sauce and Baked Cheese & Sweet Honey – to mark the Platinum Jubilee.

The brand says it has taken inspiration from regal British dining flavours to create the limited editions, which are the perfect addition to the Jubilee celebrations, as shoppers look to maximise the long bank holiday weekend. The new flavours and the classic Thai Sweet Chili will also feature an eye-catching limited-edition Platinum Jubilee design, making them a must-stock for retailers.

PepsiCo will be launching its first large-scale ATL campaign in more than two years to support the launch. A digital AV is set to be unveiled, featuring no other than the ‘Queen of the Jungle’ and posh icon, Georgia Toffolo. The campaign will also include digital, shopper, PR, and social activities, and is expected to reach an audience of over 100 million.

Lynn Grant, Marketing Manager of Sensations at Walkers, said: “As possibly Britain’s poshest crisp, we’re so excited about launching these new limited-edition flavours to bring consumers together to celebrate the Platinum Jubilee. Our ATL campaign is also the first Sensations has had in over two years, and it’s going to be unmissable! We’re thrilled to have Georgia Toffolo on board who is the perfect fit for our poshest-ever campaign.”

Sensations Limited Edition Platinum Jubilee range is now available until the end of the Jubilee bank holiday weekend. Rolling out in a 150g sharing bag (RSP £1.99) and 65g £1 PMP format, the SKUs are available across the grocery and convenience channels.

PICKS OF THE WEEK

REFORMULATED SNACKS

KP Snacks has launched newly reformulated non-HFSS Tyrrells Lightly Sea Salted, available from this month in sharing, multipack, and single bag formats. A reformulatedHula Hoops Puft range, featuring a new pack design, also rolls out.

FRUITY FLAVOURS

CCEP has launched a Relentless Zero Sugar range, which includes two flavours – Peach and Raspberry – and a new pack design. The range is available now in both plain and price marked 500ml packs. The launch will be supported by digital, PR, influencer and in-store activity.

SWEET INNOVATION

Swizzels has launched Marvellous Mallows, its first mallows product, which combines itsDrumstick lolly flavour with soft mallow. It is available in a plain 125g bag and a 110g £1 PMP.The launch will be backed by an integrated marketing campaign.

INSTANT NOODLES

Batchelors is adding three new flavours to its Super Noodles ranges. Japanese Katsu Curry and Mexican Chicken Fajita join the instant noodle blocks range, with a recommended selling price of £1.09. Meanwhile, Salt & Pepper Chicken is added in pot format, with an RSP of £1.19.

FRUITY TEQUILA

Dead Man’s Fingers is expanding its cream liqueur range with Mango Tequila and Strawberry Tequila variants. Both feature Dead Man’s Fingers skull branding, paired with a bold colour palette. They are available now, with an RSP of £15 for a 700ml bottle.

JUBILEE CAKES

Fatherson Bakery is making three limited-editions to mark the Platinum Jubilee. The six Great British Fairy Cakes (RSP £3.50), six Glorious Cupcakes (RSP £5.50), and the 12 Victorious Cupcakes (RSP £10) are covered in vanilla icing, cherries and edible UK flags.