Picks of the Week

CHUPA CHUPS SHOWS FANS HOW TO UNWRAP

A TikTok campaign, alongside a holiday competition, will promote the introduction of new paper sticks for Chupa Chups, which will replace most plastic sticks in the UK by the end of the year.

Perfetti Van Melle’s Chupa Chups lollipop brand has launched a burst of TikTok activity to promote its ‘How to open’ campaign.

Influencers from the world of beauty, comedy, and fashion will ‘educate’ Chupa Chups fans on the easiest way to remove the wrappers from lollies.

The brand has also partnered with lastminute. com for a competition to win a £1,000 holiday voucher and Chupa Chups holiday merchandise, including beach towels, beach balls and a branded suitcase filled with lollies.

Both activities will also promote the introduction of new paper sticks for Chupa Chups, which will replace most plastic sticks in the UK market by the end of the year. Perfetti Van Melle expects to eliminate around 5,000 tonnes of plastic annually with the switch. The move is the next step in the confectionery giant’s ‘Reduce, Recycle, Recover’ programme, which aims to eliminate plastic in packaging wherever possible.

Commenting on the promotional activity, Kate Howe, Brand Manager of Chupa Chups UK, said: “In the past we have seen great results for Chupa Chups on TikTok – our last Halloween campaign performed frightfully well, with an impressive brand recall rate of 42.6% against a benchmark of 13%, so it made perfect sense to continue on this platform with another light-hearted and creative campaign that fits in with the fun personality of the brand.”

YEO VALLEY SAYS IT’S TIME TO LOVE YOUR GUT

The launch will be supported by a campaign that aims to ensure more consumers are aware of kefir and its potential health benefits.

Yeo Valley has announced the extension of its organic kefir ‘Love Your Gut’ range into Kefir Drinks. Launching in September with an RSP of £2.25, the 500ml bottles will be available in three flavours: Natural, Mango & Passionfruit, and Cherry.

The launch will be supported by an integrated communications plan that aims to ensure more consumers become aware of kefir and its potential health benefits.

Yeo Valley’s organic Kefir Drinks boasts 14 strains of live kefir cultures to help consumers ‘Love their Gut’. These live cultures help maintain a diverse microbiome and improve gut health.

The market is continuing to see a trend where consumers are seeking products that support their gut health which is driving a strong growth in kefir products. Yeo Valley Organic is the market leader in potted kefir and has grown 33% in the last year to £11m.

Justin Stanley-Duke, Brand Manager at Yeo Valley Organic, said: “Insight highlights that consumers are looking for products that support their gut health and are becoming increasingly aware of the benefits of kefir products. We saw this as an important opportunity to extend our kefir range to Drinking Kefir that will provide more in terms of taste, affordability and sustainability.”

The Kefir Drinks are part of a series of new product developments by Yeo Valley Organic, with soups, dips, and Little Yeos No Added Sugar pouches also due to launch into stores this September.

KIND SNACKS CELEBRATES GOOD DEEDS

The out-of-home campaign forms part of a wider, multichannel strategy including PR, digital, influencer marketing and limited-edition on-pack designs.

Healthy snack bar brand Kind has launched its first out-of-home campaign, to encourage kindness among Brits and celebrate the brand’s partnership with refugee support organisation Choose Love.

The campaign sees Kind celebrate poignant and meaningful acts of unsung kindness from local people. The brand scoured the nation to find deeds that might have otherwise gone unnoticed to give them the platform they deserve as part of digital and print ads which feature in London, Manchester, Bristol and Edinburgh.

As well as being a first for the brand, the out-ofhome campaign forms part of a wider, multichannel strategy including PR, digital, influencer marketing and limited-edition on-pack designs.

One of the ads tells the story of Iranian artist Majid Adin and his positive experience of kindness from the British public as a refugee. Choose Love ambassador Majid has also designed kindness-inspired packs in support of the charity partnership. The new look appears on three of Kind’s core bar variants: Dark Chocolate Nuts & Sea Salt, Caramel Almond & Sea Salt, and Maple Pecan Almond across both single and multipack formats.

Cementing the activity is a £50,000 donation from Kind Snacks directly to Choose Love, to support the charity’s humanitarian aid and advocacy for refugees around the world.

Kind Snacks has also launched a nationwide search to find the country’s kindest person, where Brits can nominate someone they know who has gone above and beyond to deliver acts of kindness. The UK’s kindest person will be celebrated with a 4m high statue in a London location in September.

The new designs will remain on shelves for approximately eight weeks.

WOLF BLASS UNVEILS ‘SIGNIFICANT’ ABOVE-THE-LINE MARKETING INVESTMENT

The brand’s new integrated marketing campaign includes TV advertising, out-of-home, and digital.

Wolf Blass, the premium wine brand from Treasury Wine Estates, has launched a new integrated marketing campaign that includes TV advertising, out-of-home, and digital activities.

The Australian wine brand will also continue its partnership with Secret Escapes for the its largest-ever consumer competition with the luxury travel company.

The latest phase of the ‘Why Settle When You Can Soar?’ campaign sees the brand’s first move into live television advertising, reaching 4.5 million consumers across the advert’s 10-week run time. The advert debuted during this week’s opening episode of the new Game of Thrones series, House of the Dragon, to align with the release of limited-edition wine, Wolf Blass’ Fire & Blood Cabernet Shiraz, which will be available nationwide in Asda and Morrisons.

The ‘Why Settle When You Can Soar?’ activation will see an out-of-home campaign launch on 19 September, supported with shopper campaigns in-store, as well as across PR, digital and events. Meanwhile, the brand’s continuation of its successful partnership with luxury travel deals company, Secret Escapes, kicks off on 1 September and will drive sales across the impulse and grocery sectors.

The Secret Escapes promotion, which last year generated 50,000 entries, will see 750,000 bottles across the UK tagged with prize-winning QR codes. Entrants will have to scan the QR code on the tagged wine bottles to be in with the chance of winning over £1m worth of instant prizes and credits.

One lucky winner will receive a oncein-a-lifetime holiday to either Lapland or Mauritius. Five £500 vouchers are also up for grabs, and 40,000 runners-up will each receive a £25 voucher, redeemable on the Secret Escapes site with a minimum £125 spend.

PICKS OF THE WEEK

SAMPLING GALORE

Self-serve milkshake brand f’real is trialling a new sampling opportunity for stockists in the convenience channel. The initiative will offer retailers across the country the chance to get their hands on a bespoke sampling pack and drive cup sales through their in-store blender.

ROLL ON

Andrex has rolled out its new Mega Roll, designed to last customers 50% longer. Launching with Andrex Classic Clean, it uses 22% less plastic and requires up to 25% fewer trucks to transport. Each sheet features the brand’s 3D Wave texture that it says is proven to clean effectively.

GOOD TOFFEE

Premier Foods has introduced its new Mr Kipling Deliciously Good Toffee Apple Pies, which aims to capitalise on demand for healthier sweet treat options. Available from September, the pies are made with real fruit and have 30% less sugar than standard pies.

GEEK OUT

Disposable vape manufacturer Geek Bar has launched its new E600 range in the UK – a smaller, lighter successor to the original product that established the brand. The devices are prefilled with 20mg of nicotine as well as up to 2ml of e-liquid and offer 600 puffs. RSP £5.

CANNED DELIGHT

JJ Whitley has rolled out a new ready-to-drink range comprising Vodka Lime & Soda, Blue Raspberry Vodka & Lemonade, London Dry Gin & Tonic and Pink Gin & Lemonade. All four variants come in a 330ml can format and all are 5% ABV with an RSP of £1.99.

SPOOKY TREAT

Premier Foods has unveiled its Halloween range, which includes Cadbury Pumpkin Patch Cakes, Cadbury Mini Bonfire Logs, Cadbury Goo Heads Cake Bars, Mr Kipling Terrifying Toffee Whirls, Mr Kipling Fiendish Fancies and Mr Kipling Chocolate & Marshmallow Slices.