Picks of the week

NPD AND MEDIA: WARBURTONS

WARBURTONS RECRUITS CLOONEY FOR NEW TV AD

HOLLYWOOD A-LISTER GEORGE CLOONEY IS THE STAR IN WARBURTONS’ LATEST TV AD

Hollywood royalty George Clooney is the star a new 60 second Warburtons TV ad which premiered on ITV 1 on Saturday. The ad is the latest in a series in which A-list celebs including Robert De Niro and Sylvester Stallone pitch a movie idea to the bakery’s chairman Jonathan Warburton.

The new campaign celebrates Warburtons’ belief that nothing should come in the way of the perfect loaf – not even Hollywood A-listers. As a family run business, Warburtons is dedicated to baking the best quality bread for the nation’s families, with over two million products baked fresh and delivered direct to 18,500 stores every morning.

The fee paid to George Clooney for taking part in the campaign has been donated to the Clooney Foundation for Justice.

This year, the ad celebrates Warburtons’ dedication to quality as Hollywood star George Clooney is seen trying to get hold of Jonathan on a video call to pitch his legendary idea to the family bakery, but it doesn’t quite go to plan.

George Clooney said: “It’s not every day your call is turned down for a slice of toast, but needless to say I had a lot of fun filming this spot. It was great working with the Warburtons team and I’m thankful for the support they are providing to the Clooney Foundation for Justice.”

Jonathan Warburton, Chairman of Warburtons, added: “We are thrilled to have George Clooney star in our latest campaign. Video calls have become part of normal life for so many of us during the last year, but George Clooney popping up on screen was quite a surprise!”

Fastfacts

● Warburtons was established in 1876 as a grocery shop in Bolton by Thomas and Ellen Warburton.

● Today Warburtons is actively run by the fifth generation of the family: Jonathan, Brett and Ross.

● Warburtons is the number one brand within the UK bakery sector.

● The company has 11 bakeries and 15 depots around Britain, baking and delivering two million products across the country each day.

ROCKSTAR

ROCKSTAR RELAUNCHED

ROCKSTAR IS UNDERGOING A MAJOR RELAUNCH THIS MONTH, THE FIRST MAJOR MOVE SINCE BRITVIC TOOK OVER UK DISTRIBUTION FOR THE BRAND AT THE END OF LAST YEAR

Rockstar is undergoing a relaunch this month with a new pack design, a reformulation of its original flavour and a multipack to capitalise on the increasing demand for take-home formats.

Acquired by PepsiCo last year and now distributed via Britvic in the UK, the brand refresh aims to recruit new shoppers into the energy drinks market by making it more accessible to a wider audience through a bold and more premium design. The activity will be supported with digital, in-store and out of home activations.

Rockstar is also reformulating its Original flavour to improve taste. It will also gain the additional benefit of Vitamin C. The brand’s pack redesign will include a bolder logo and sport a more premium design with strong flavour messaging, positioning it as the ‘go-to’ energy drink.

The entire range will be available in a 500ml format, with Rockstar Original also being available in the take-home four-pack. The relaunch will be supported from 14 June via the brand’s new international platform ‘Life is your stage’ – which will include a digital campaign, in-store, out-ofhome, and digital points of sale. ‘Life is Your Stage’ debuts with three pieces of content that celebrate the grit and determination of those powering through their daily hustle. The films follow the stories of three go-getters, sharing their hard work, passion, progress, and what helps them succeed.

Phil Sanders, Out-of-Home Commercial Director at Britvic, comments: “The impactful new look includes our price-marked-pack cans, which are essential for convenience retailers as they allow stores to offer value to their customers. We have also seen more people doing their main shop at their local convenience store, so the take-home four-pack offer will allow shoppers to purchase Rockstar for drinking later too.”

Fastfacts

● Pack Size: 500ml Can

● Case Sizes: 12 x 500ml

● Multipack: 6 x 4 pack (only available in Rockstar Original)

Fastfacts

Recommended selling prices

● NAS/Mid Sugar: £1.19

● Full Sugar/XD Power: £1.35

● 4 pack: £3.49

VIMTO

‘FIND YOUR DIFFERENT’ WITH VIMTO

VIMTO HAS LAUNCHED ITS BIGGEST MARKETING RETAIL CAMPAIGN TO DATE, IN WHICH SHOPPERS ARE URGED TO 'FIND YOUR DIFFERENT'

Live from last week, Vimto’s new multi-touchpoint ‘Find Your Different’ campaign is being rolled out across various platforms including TV, video-ondemand, digital, proximity media, mobile and shopper marketing in-store and online.

An evolution of the award-winning ‘I See Vimto In You’ campaign, ‘Find Your Different’ continues to showcase the Vimto spirit, dramatising the essence of Vimto, highlighting the notion that life is a discovery and a celebration of what you love.

Vimto sales are up 6.6% year-on-year, growing more than twice as fast as the category [Nielsen, Mar 2021]. This latest activity will further propel the brand to the forefront of consumer minds.

The £5m campaign follows the recent unveiling of a new brand identity across the entire Vimto portfolio and the relaunch of the Vimto core squash range which is now fortified with vitamins C and D, as well as the introduction of a new addition to the Vimto squash range: Blackberry, Raspberry and Blueberry.

As part of the ‘Find Your Different’ campaign, there will also be product-specific media, targeting parents buying squash for their families, communicating the new fortified squash vitamin credentials.

VALEO SNACK FOODS

POPPETS, FOX’S GLACIER BACK WITH NEW LOOKS

VALEO SNACK FOODS IS RELAUNCHING TWO OF ITS CORE BRANDS – FOX'S GLACIERS AND POPPETS – AND ALSO UNVEILING A NEW NPD PROGRAMME

Fox’s Glacier and Poppets are both getting fresh new looks, as well as an innovative programme of NPD. Fox’s Glacier will spotlight the iconic Peppy the polar bear on-pack while Poppets will benefit from an impactful, modern new design.

The new Fox’s Glaciers packaging draws on the brand’s rich history, re-introducing design elements from its past such as its bright blue hue and the ‘accept no imitations’ strapline. The design also gives the nation’s favourite polar bear a fresh new look, and has also subtly referenced his counterpoint, Fox, from the original cartoons and TV adverts.

New to packs is the addition of ‘100 Years of Taking it Slow’, a nod to the brand’s heritage.

Valeo is also set to invest seven figures in Fox’s this year with an integrated through the line campaign, ‘Satisfyingly Long Lasting’.

“This campaign celebrates the joy of taking a satisfyingly long lasting moment to yourself during the hustle and bustle of daily life, and savouring a Fox’s sweet as an enjoyable pick me up,” says Alice Thorpe, Senior Brand Manager at Valeo.

“We’ll be announcing an exciting programme of NPD for the Fox’s brand soon too, that come in single face shelf ready cases in order to help retailers manage space on shelf.”

The rebrand was managed with sustainability in mind, enabling a plastic reduction of more than 10%. And to broaden appeal, Fox’s has taken the opportunity to highlight on pack that its products are vegan-friendly.

A robust programme of retailer support activity will include TV, print, online and in store advertising, and in July, consumer sampling will take place via Degustabox.

The newly re-imagined Poppets packaging has a modern feel with a bold, impactful logo. Available in a unique single-serve cardboard carton or a sharing pouch format, the packaging will utilise primary colours to ensure shelf standout and show off Poppets’ many different centres.

The Poppets range is also set to expand: a new Salted Caramel flavour has been added and Poppets Mix Ups feature a selection of flavours in one pack.

A programme of marketing support, in store and online, is planned for Poppets.

Poppets redesigned packs and the new Salted Caramel and Poppets Mix Ups will be available from 21 May.

Fox’s Glaciers are widely available with the new look expected to fully roll out by end of May.

KP SNACKS

WIN £2021 IN 2021 WITH KP!

KP SNACKS UNVEILS A NEW CROSS-BRAND OF CONSUMER PROMO OFFERING 24 CONSUMERS THE CHANCE TO WIN £2021

KP Snacks, the UK’s second-largest branded snacks manufacturer, has announced the launch of a new ‘WIN £2021’.

Running from 24 May until 12 November 2021, the campaign offers shoppers the chance to ‘win the year in cash’ by simply texting a number that will be promoted on all Hula Hoops, McCoy’s, Skips, Nik Naks, Discos, and Wheat Crunchies packs in Grab Bag and £1 PMP format.

Over the course of the promotion, there will be 24 cash prizes to be won, with a prize fund of nearly £50,000.

Supporting its heritage brands, KP Snacks’ newest promotion looks to champion positivity through 2021 and support its trade retail partners in recovering and driving their singles sales. With lunchtime still the No.1 occasion for singles [Kantar 2020], KP Snacks is using the opportunity to increase meal deal sales with its core brands, which have been identified as the ideal fit to the meal deal shopper profile.

Kevin McNair, Marketing Director, KP Snacks says: “As we continue to see some uncertainty

around when people can actually enjoy ‘experiences’ such as holidays, we feel that cash is really the most relevant prize right now, and one that every shopper wants to win, so we are thrilled to be able to bring this to our consumers.”

Some 30% of consumers say they are worse off than 12 months ago, 25% are delaying major purchases, and 16% of consumers are finding it harder to make ends meet [Mintel, Nov 2020]. With this in mind, the KP Snacks promo aims to promote great value while offering something exciting and compelling at point of purchase.

Matt Collins, Trading Director at KP Snacks says: “Core brands play a critical role within singles and meal deals, and account for 97% of singles sales. Our new lunchtime initiative looks to recognise this, focusing on our core brands rather than NPD, with the aim to drive purchase repertoire and frequency. With this fun opportunity to ‘win the year’, we hope to give consumers an exciting reason to buy KP Snacks products as part of both lunchtime and on-the-go shopping occasions.”

OTHER PICKS OF THE WEEK

GROUND HERO Co-op’s ethically sourced hot drinks brand Ever Ground is being rolled out to Nisa retailers. The brand offers all 100% Fairtrade products including Fairtrade coffee, Fairtrade hot chocolate, Fairtrade sugar and the Fairtrade Co-op 99 tea.

MAX FOOTY To celebrate its continued Champions League sponsorship, Pepsi MAX is launching an on-pack promo offering shoppers the chance to win cash to the value of £10, £20 or £100. The promo will help drive sales among both new and existing shoppers.

SPIRITED HOOCH Hooch is extending its range of RTDs with a leap into the spirits category and the launch of three 70cl 37.5% ABV flavoured spirits: Lemon Gin, Raspberry & Lemon Gin and Mango & Lime Rum. RSP: £20

LAMBRINI 4-PACK Lambrini is growing its RTD range with a new convenient 4-pack format in four flavours – Cherry, Rhubarb, Mango and Strawberry. The new 4 x 250ml pack formats follows the launch of the Lambrini cans range earlier this year. RSP: £5

ZERO IN Brothers Cider has launched Toffee Apple Alcohol Free which is both gluten free and vegan friendly. The launch marks the English cider producer’s entry into the alcohol-free category. RSP: £1.80

BEAR GOES APE BEAR is launching an on-pack promo with Go Ape across its yoyos range. Daily giveaways will offer shoppers the chance to win a Treetop adventure or a BEAR and Go Ape adventure kit with every purchase of BEAR yoyos multipacks and singles respectively.