8 minute read
PICKS OF THE WEEK
NPD AND MEDIA
SHARWOODS HITS SMALL SCREEN FOR FIRST TIME IN FIVE YEARS
SHARWOOD’S IS BACK ON UK TV SCREENS FOR THE FIRST TIME IN OVER FIVE YEARS WITH A NEW £1M CAMPAIGN TAKING CONSUMERS ON A TASTE ADVENTURE.
Sharwoods unveiled its first TV ad for five years on Monday with a creative that showcases the Sharwood’s Indian range and shows how consumers can be transported on a taste adventure inspired by modern-day India’s culture, traditions, flavours and colours.
The ad will run for three months with brand owner Premier Foods aiming to bring younger shoppers into a category that traditionally is most popular with those aged 45 years and older.
The TV campaign is ideally timed to capitalise on the growing number of people who have become more adventurous with their cooking under lockdown, with many trying to recreate restaurant favourites. This has contributed to growth of 16.4% [IRI, Jan 2021] for the cooking sauces and accompaniments category.
Andrey Sokirkin, Brand Director for Cooking Sauces and Accompaniments at Premier Foods, comments: “For the last few years, Sharwood’s has been on a journey of modernising Indian cuisine. While maintaining high quality standards on our core range, we have also brought innovative products to market that help shoppers enjoy Indian food in new ways.
“At a time when more people are cooking and experimenting at home, our vegetable side dishes, starters and Sharwood’s wrap kits have been well-received. As a result, the brand attracted an additional 3.8m shoppers last year versus 2019 [Kantar, Oct 2020]. Our new TV campaign will be
the next step towards modernising Indian meals further, bringing the vibrant and colourful flavour inspiration of India to consumers in a fresh and engaging way, while re-establishing Sharwood’s as a contemporary, authentic brand.
“The advert aims to attract younger shoppers and generate that sense of excitement by bringing the vibrant and colourful flavour inspiration of India to consumers. We’re perfectly positioned to do just this, as an authentic brand that has been bringing great flavours from around the world to UK homes since 1889.”
SPECIAL PREVIEW OF BEEFEATER’S FIRST TV AD!
BEEFEATER GIN IS LAUNCHING ITS FIRST EVER TV AD NEXT MONTH AS PART OF A MULTI-MILLION POUND CAMPAIGN - AND YOU CAN CHECK IT OUT RIGHT HERE!
Beefeater Gin is welcoming in a new era with new packaging and a new Spirit of London creative campaign that will propel the brand onto TV screens for the first time. To coincide with the UK launch of its new bottle design on Monday coming, Pernod Ricard UK is ensuring Beefeater is top of mind throughout gin season with a 360 degree marketing campaign aimed at the brand’s target audience of Urban Explorers (25-34-year-olds).
The multi-million-pound campaign will launch on 19 April – with the ad on this page– and run through to the end of August to capitalise on the summer months.
Spearheaded by TV (ITV, SKY, Channel 4), video-on-demand and online video (YouTube, Twitter, NME, Vice, Sportify), the campaign also includes digital, e-commerce, in-store and in-bar support to coincide with the on-trade re-opening for outdoor hospitality in mid-April.
Beefeater has enjoyed a strong year and has grown ahead of the category at 27.6% in value across total off-trade [Nielsen, Jan 2021]. This is even stronger in the convenience sector with Beefeater growing by 35.6%.
The latest innovation from Beefeater is also driving growth of Flavoured Gin within convenience retail with Beefeater Pink Strawberry (+14.6%) and Beefeater Blood Orange (+64.3%) both growing in value.
Laura Stephen, Brand Director for Beefeater, comments: “The new pack is a real step-change and has already enabled us to secure new offtrade listings for Beefeater London Dry, ensuring that more bottles are on shelf when our brand new TV advert and wider marketing campaign launches in April.”
SPIRITED CAMPAIGN FROM SCHWEPPES
SCHWEPPES IS GEARING UP FOR THE SUMMER WITH A NEW TV CAMPAIGN CALLED ‘SCHWEPPES, WE’VE GOT THE TONIC, YOU’VE GOT THE SPIRIT’.
Coca-Cola European Partners (CCEP) has announced the return of the ‘Schweppes, We’ve Got The Tonic, You’ve Got The Spirit’ TV campaign with the launch of two new adverts on Monday. The two 10-second ads aims to celebrate and encourage Brits’ thirst for positivity in the run-up to summer.
Both feature the Schweppes Classic and Schweppes Signature Collection ranges. Schweppes outperformed the mixers sector in retail with 32.7% value growth last year [Nielsen, Dec 2020], fuelled by consumers’ efforts to recreate the pub, bar and restaurant experience at home.
Schweppes now holds 32.3% share of the mixers sector in retail – its highest for four years [Nielsen, Dec 2020] – driven by a 20.9% increase in penetration as consumers switched between brands. In fact, according to the same stats, Schweppes Mixers are now nearly twice the size in terms of volume than the nearest branded competitor in the grocery and convenience channels.
Simon Harrison, Vice President for Commercial Development at CCEP GB, said: “Schweppes delivered remarkable growth in 2020 in grocery and convenience. Building on this momentum, at the end of last year we announced a multi-million-pound campaign ‘Schweppes, We’ve Got The Tonic, You’ve Got The Spirit’, which saw Schweppes return to TV screens for the first time since 2017.
“The new adverts we released on Monday celebrate the unshakeable British summer spirit, which Schweppes is proud to have been a part of for more than two centuries. The relatability of the adverts, combined with consumers’ excitement to finally enjoy time with friends and family, will continue to drive sales in retail – and in the hospitality sector when it opens back up.”
HARIBO BRINGS POLICE AD BACK
HARIBO’S POPULAR POLICE ‘KIDS’ VOICES’ AD HAS RETURNED TO TV SCREENS THIS WEEK – WITH A FRESH TWIST.
Haribo is back on TV screens this week with its popular Police creative, part of the successful ‘Kids’ Voices’ campaign. The ad, which first launched last year, has added a tasty twist and will place the spotlight on new fruitier, juicier Starmix.
On air for nine weeks, the 30 second advert features a brand new scene that takes viewers back to the control room for the tastier Starmix announcement.
As consumers will be aware by now, each adult character is voiced by children and “celebrates the inner child and playful imagination that comes from enjoying Haribo sweets”.
Claire James, Trade Marketing Manager of Haribo UK, comments: “The popularity and anticipation of our ‘Kids’ Voices’ TV adverts builds each year, which is why we expect the return of this particular instalment to be just as likely to capture the childlike happiness from our fans as it did when it originally aired.
“After the past 12 months, we are certainly excited about bringing some joy and light-hearted fun back to their TV screens.”
PURDEY’S REFOCUSES
Purdey’s has launched two new natural energy products. Refocus blends dark fruits, guarana and B-vitamins while Replenish mixes sparkling raspberry juice with rose extract. It has under 50 kcals. RSPs: £1.59 (bottle) / £1.29 (can)
COORS MEETS CARL
Fatboy Slim, Carl Cox and Pete Tong are among those confirmed to play the world’s biggest online back-to-back DJ set on 26 March as part of ‘The Lab: 10 Years Party’ – a Coors and Mixmag collaboration celebrating a decade of the iconic DJ streaming series.
MIX IT UP
Confectionery wholesaler Hancocks has added 10 new items to its pick and mix range. These include gummy sweets and flavoured candy from Kingsway, along with Makulaku liquorice and veggie marshmallows from Vidal. RSPs: £2.99 to £6.49
THINK PINK
Rekorderlig is rolling out a new Pink Lemon cider to tap into the growing demand for new flavour variation in the cider category. Rekorderlig Pink Lemon Cider has a light, crisp citrus flavour with a hint of raspberry, reminiscent of a summery pink lemonade.
WEETABIX SCORES
Weetabix Food Company has become an Official Partner of the Scotland Women’s National Team. Supporting activity will feature across all Weetabixbranded cereal products giving shoppers the chance to win money-can’t-buy experiences and signed shirts.
MARS ATTACKS EASTER
Mars Wrigley UK has unveiled “something for everyone” this Easter. The new lines include Maltesers Bunny Orange, Maltesers White Mini Bunnies, Maltesers Easter Hunt Mix and Galaxy Easter Hunt Mix. RSPs: 62p to £6.99
SPORTY LOOK
Burton’s Biscuit Co. is giving its Fish ‘N’ Chips Salt & Vinegar snack a packaging refresh to coincide with a busy sporting calendar over the next few months. Rebranded ‘Sport & Vinegar’ limited-edition packs roll out this month until September.
PEACE OUT
Unilever’s Ben & Jerry’s brand has launched Cookie Dough Peace Pop, a re-imagined version of its best-selling Cookie Dough flavour. The new line comes on a wooden stick in tie dye packaging that is widely recyclable. RSP: £2.20
SLIME TIME
Dr. Oetker is adding a third variant to its Spectacular Science! cupcake mixes. Stretchy Slime allows families to learn the process of gelatinisation while making 12 tasty cupcakes ready to decorate. RSP: £2.50
MACKIE’S MAKEOVER
Mackie’s of Scotland has undergone a major rebrand as it looks to scoop a larger share of the UK’s ice cream market. New-look packs focus on the fresh dairy ingredients which have helped Mackie’s become Scotland’s top-selling premium ice cream brand.
RECYCLING IN HAND
GripHero has developed a new 100% recycled staticsafe hand-protection to let forecourts significantly cut their annual carbon footprint. The ‘R100’ hand-protection cartridges reduce the carbon footprint of forecourt handprotection by over 87%.
HERE’S TAE YE!
A collaboration between two of Scotland’s oldest arts – poetry and whisky making – has resulted in the launch of a commemorative charity bottling of a limited edition single cask single malt Scotch Whisky, The Makar’s Malt, complete with a specially-written poem.
