PICKS OF THE WEEK

POPCHIPS MAKES TV DEBUT

KP SNACKS HAS UNVEILED ITS FIRST EVER TV AD CAMPAIGN FOR POPCHIPS AS PART OF A £2.3M INVESTMENT.

KP Snacks has announced a £2.3m investment in its flagship ‘better for you’ brand, popchips, with the launch of a new campaign including the first ever TV advertising for the brand.

The campaign aims to drive greater awareness and excitement for the brand which recently moved to No. 2 ‘Better for You’ Brand in the Crisps, Snacks and Nuts (CSN) category. Available in all formats and for a range of consumption occasions, popchips appeals to young shoppers who are looking to make empowered choices.

The new creative will appear in a £2.3m TV/ video-on-demand and online campaigns until the end of March. A 30” TV ad will run initially then cut down to 20” for the remainder of the month. The ad will then run again for a second burst in September, whilst a social media campaign will create little uplifting moments for consumers, with content running throughout 2021.

Alongside this, popchips is boosting its association with positivity with podcast partnerships which will see popchips sponsor and run branded segments across a handpicked selection of fun light-hearted shows, including Private Parts with Jamie Laing and Francis Boulle, Off Menu, and Shagged, Married, Annoyed.

Zoe Cashin-Howe, Marketing Controller at KP Snacks says: “This is the first time that popchips has been on TV and it comes at an extremely exciting time as the brand continues to grow within the healthy snacking market. The new creative is fun and witty and brings the popchips brand personality to life.

“CSN products have remained hugely important in the wider healthy snacking space and the aim of this campaign is to drive awareness and trial, keeping popchips front of mind for consumers looking for a tasty and balanced snack to share.”

The new campaign follows a reduction of packaging and a new pack design for popchips. A brand new look and feel for popchips was launched at the end of 2020 giving the brand a more modern look and feel, with fresh and vibrant colours. Alongside the new pack design, KP Snacks also reduced brand packaging saving an estimated 23 tonnes of material, the equivalent of over five million fewer packs per year.

BRILLIANT BY THE BAGFUL

SEABROOK CRISPS UNVEILED NEW NATIONAL TV AD CAMPAIGN FOR FOUR WEEKS.

Seabrook Crisps launched a new national ad campaign on Monday with the theme ‘Brilliant By The Bagful’. The ad is set to run on TV for four weeks in partnership with ITV, covering core flavours Sea Salt & Vinegar, Sea Salted, Cheese & Onion, Prawn Cocktail and Beefy. The campaign is supported by digital and social media advertising.

The Seabrook brand continues to grow at over 20% YOY, growing faster than the overall market. Manufactured by Calbee UK, the brand is the number one multipack in crinkle cut crisps on a volume basis.

The TV campaign will achieve over 58 million impacts with an average seven opportunities to see. As well as TV, social and digital execution, the campaign will be back with in-store activity to increase visibility and impact across all selling channels.

Jon Wood, Commercial Director at Calbee UK, said: “We are absolutely delighted to be taking the Seabrook brand back on TV after an absence of almost 15 years. The new campaign marks the start of a three year investment programme to improve the brand’s national awareness and in our view, really captures Seabrook’s personality and positioning. We aim to remind people just how brilliant Seabrook Crisps are and we will communicate this through television, digital and social media.”

RED BULL PLANS SALES SPIKE WITH CACTUS SUMMER EDITION

RED BULL LAUNCHED THE LATEST OF ITS SEASONAL EDITIONS YESTERDAY – CACTUS FRUIT – IN TIME TO HELP RETAILERS GROW SALES OVER SUMMER.

Red Bull has unveiled the latest in its seasonal Editions series with the launch of the Red Bull Summer Edition in a cactus fruit flavour. The product delivers all the functional benefits of Red Bull Energy Drink along with a burst of berry that “blooms into an exotic fruit and violet flower taste”. With Red Bull Editions growing +32.6% in value last year [Nielsen, Feb 2021], now is the perfect time for retailers to stock up on new flavours to maximise sales over summer.

Red Bull Summer Edition was popular it has now become a permanent SKU known as the Red Edition. Following this, the company believes the cactus fruit Summer Edition will continue to drive category growth within Sports & Energy whilst satisfying energy drink consumers who would try a tropical fruit flavour.

To help drive overall category growth, the launch is supported with 360° in-store marketing investment and is available in eye-catching 250ml green cans. RSP: £1.35

WALKERS OFFERS ‘20% EXTRA FREE’ THANK YOU TO RETAILERS

WALKERS IS GIVING RETAILERS AND SHOPPERS AN EXTRA 20% FREE ACROSS ITS £1 PMP RANGE TO THANK RETAILERS FOR THEIR COVID EFFORTS AND HELP THEM DELIVER EVEN BETTER VALUE FOR SHOPPERS.

Walkers is adding 20% Extra Free to many of its bestselling £1 PMPs snacks, helping symbols and independent retailers offer greater value to shoppers. A “20% Extra Free!” flash will be included on nine Walkers snacks SKUs.

The pack is PepsiCo’s innovative way of saying a huge ‘thank you’ to the entire independent retailing sector for its fantastic efforts throughout the Covid pandemic.

Matt Goddard, Wholesale Trading Director at PepsiCo, comments: “Value for money is becoming increasingly important for shoppers in Symbols and Independents, as the financial pressure of Covid continues. 62% of shoppers are becoming more careful with their money [Lumina, 2020], which is why we’re launching this campaign to give our retailers and shoppers more value.

“Sharing PMPs are the largest segment in symbols and independents and they were the number one contributor to value sales growth in 2020, growing +16% [Nielsen, Dec 2020]. We’re focusing our 20% Extra Free campaign on this pack type as retailers can also expect to see a strong return.

“Retailers can really benefit from the added value now offered instore, ensuring they’re stocking all nine of these bestselling £1 PMPs snacks and driving awareness of the offering in-store.”

Walkers is supporting the launch with heavyweight shopper marketing alongside social and digital advertising, as well as offering POS kits to help drive visibility of the added value products on shelf. Retailers should speak with their account manager to access materials for in-store and their own social and digital channels.

COFFEE CRIMES

19 Crimes is claiming to be the first leading brand to launch a coffee blended wine, with 19 Crimes Red infused with a shot of Cold Brew Coffee, available from April. The product is aimed at under-35s intrigued by wine fusion products. RSP: £10

READING MATTERS

CCEP’s latest on-pack promo for Diet Coke offers consumers a free trial to digital magazine and newspaper subscription service Readly. From now until 18 April, unique codes on promo packs can be redeemed against a free two-month Readly membership.

SPICY PRICING

Pernod Ricard UK has introduced a price-marked pack for 70cl bottles of Lamb’s Spiced Rum in the convenience channel. Packs are designed to appeal to the core audience of 18 to 28-yearolds. RSP: £13.99 PMP

CUP WINNERS

Hancocks has added two new Bonds pick ‘n’ mix products to its range. Just Desserts Berry Mess Mix Shaker Cup (285g) is inspired by Eton Mess while Just Desserts Chocky Road Mix Shaker Cup (360g) is a Rocky Road-style treat. RSP: £3

CHILLI NUTS

KP Snacks has expanded its nuts range with the launch of KP Aromatic Thai Chilli Coated Peanuts. The new product is available in a price-marked format as part of a month-long ‘2 for £1.50’ promo across the £1 PMP nuts portfolio. RSP: £1 PMP

FAST CORNERING

Britain’s fastest woman, Dina Asher-Smith, has helped launch her perfect Müller Corner yogurt: Müller Corner Creations. Available initially in six-packs in Asda and Morrisons from this month, it is supported by a multimillion pound marketing campaign.

BERRY EXCITING

Tango has added a Dark Berry flavour to its sugar free range. Combining raspberries and blackberries, the Dark Berry launch is being supported with a digital campaign and in store activation to drive trial and awareness. The brand will also feature on TV from May.

GRAZE B GOOD

Unilever’s healthy snacking brand graze is celebrating being certified as a ‘B Corporation’, joining a strong line up of businesses committed to being a force for good in the world when it comes to people, planet and profits.

SPLIT PERSONALITY

McVitie’s Jaffa Cakes brand is back on national TV with a fiveweek advertising campaign amplified via social media partnerships and an AR digital platform. ‘Be What You Want To Be’ suggests McVitie’s Jaffa Cakes are proof that we can all be anything we want to be.

HEARTWARMING

Aunt Bessie’s is bringing back its heart–shaped Yorkshire puddings for Mother’s Day. Packs of six will be available to Co-op and Nisa retailers from March 10 to 30. The innovation was originally created for Valentine’s Day in 2019. RSP: £1

LARGER FINGERS

Spiced Rum brand Dead Man’s Fingers is now available in 1.75 litre bottles across six of its flavour variants – Spiced, Pineapple, Mango, Raspberry, Passionfruit and Lime. The new sizes are designed for barbeques and big nights in. RSP: £50

KIDS PASS

Dolmio’s first ever on-pack partnership with The Digital Rewards Group gives shoppers exclusive discounts and offers for the whole family. Kids Pass UK will feature on 20 million special packs offering deals on retail, dining, days out, cinema and more.