9 minute read
PICKS OF THE WEEK
NPD AND MEDIA
FLORETTE INSPIRES SHOPPERS WITH COLOURFUL NEW CREATION
LEADING PREPARED SALAD BRAND FLORETTE HAS LAUNCHED A NEW RAINBOW CRUNCHY SALAD FEATURING A DONATION TO THE NHS.
Florette, the biggest brand in the UK’s £598m leafy prepared salads market [Nielsen, Dec 2020], is aiming to inspire and motivate shoppers towards great-tasting, healthier food choices with the launch of a new flavourful and colourful bagged salad.
Rainbow Crunchy has been created to bring standout to the fixture with a colourful crunchy assortment of mild leaves, including escarole and radicchio and vibrant crunchy vegetables such as carrot and candy striped beetroot.
The new product will launch with a charitable on-pack partnership, with Florette pledging a 2p donation to NHS Charities Together for every pack sold.
The partnership follows Florette’s previous collaboration with Diabetes UK that raised over £61,000 to support the charity’s invaluable work.
Hazel Clark, Head of Marketing at Florette UK, comments: “Even the most enthusiastic salad eaters get stuck in a rut on occasion and make do with basic salads, which, whilst nice enough, aren’t exciting. They need help and inspiration to create food that they will love to eat.
“Our in-house chefs have developed recipes to perfectly pair with the salad, which will feature at the heart of our new marketing campaign.”
The NPD will be supported by a £1m marketing investment, including ATL, shopper marketing, in-store activation and a digital campaign enhancing visibility, alongside social media and on-pack recipes to inspire shoppers.
“We put flavour, taste and insight at the heart of every innovation and this product is no exception, bringing high purchase intent among ABC1 shoppers,” adds Clark.
“We’re also really proud to be able to support NHS Charities Together. Even without the extra challenges of Covid-19, the charity works tirelessly to make a big difference to millions of families when they need it most. As a nation, we’ve relied on the NHS more than ever before in the last 12 months; this partnership goes just a small way towards saying thank you.”
Research shows one in five households purchase leafy salads annually [Kantar, Dec 2020] with over 90% of shoppers looking to lead healthier lifestyles [IGD, Dec 2020].
Rainbow Crunchy will launch on 12 April in Sainsbury’s stores, before rolling out market-wide.
KP LAUNCHES “TYRRELLBLY TASTY” TV CAMPAIGN
KP SNACKS IS BACK ON TV THIS WEEK SUPPORTING ITS TYRRELLS HAND COOKED ENGLISH CRISPS RANGE WITH A £1M SPEND UP TO AND OVER THE EASTER PERIOD.
KP Snacks is backing its Tyrrells brand around Easter with the launch of a new £1m TV campaign this week. The “Tyrrellbly tasty” campaign focuses on the flavour credentials of the hand cooked English crisps range, once again taking old Pathé footage with larger than life ingredients and packs inserted in a humorous way.
The advert aired for the first time on Monday and will run until 18 April to drive awareness and trial of Tyrrells over the key Easter sharing period and promote the taste and flavours of the range.
With its English provenance and passion for quality, the range is available in a variety of flavours and offers shoppers something to enjoy for all their special sharing occasions.
Kevin McNair, Marketing Director KP Snacks, says: “We are thrilled to introduce another ad that is really focussed on our amazing taste. We think this latest piece of creative highlights just how confident we are in the delicious taste of our products and how they are the perfect snack for you to treat yourself, family and friends, in a fun and engaging way. Quality is at the heart of the Tyrrells offering, making it the perfect product for consumers looking for a premium sharing experience across all occasions but particularly this Easter.”
The range includes vegetable crisps and its latest addition – Nut Medley – alongside its bestknown hand cooked potato crisp range. Worth £52.6m and growing in value +5.9% MAT in the UK, the brand has a 16.4% share of Premium Crisps and Snacks with value sales growing 9.9% YTD in the premium sharing segment [Nielsen Scantrack, Jan 2021].
JACOB’S WELCOMES VIEWERS TO CHEDDAR TOWN
JACOB’S HAS UNVEILED A NEW TV AD FOR ITS MINI CHEDDARS BRAND AS PART OF A NEW £4.5M CAMPAIGN.
Jacob’s has kicked-off a new £4.5m ATL campaign for its Jacob’s Mini Cheddars brand. ‘Welcome to Cheddar Town’ launched via a new TV ad first aired on Channel 4 last Friday as part of a seven-week campaign and will be supported by social media activity.
The campaign will also sponsor ‘Friday nights in on 4’. This will see the snacking brand run a series of bespoke idents run across Channel 4’s high-performing Friday night schedule for six weeks, during some of TV’s biggest shows.
Aiming to further bolster brand relevancy among 25 to 45-year-olds to accelerate growth, the new animated TV creative delivers a dose of Jacob’s Mini Cheddars’ sunshine alongside contrasting humour, all-the-while encouraging consumers to enjoy ‘a moment of Cheeky Cheesy pleasure’.
Jacob’s will continue to build on the ‘Welcome to Cheddar Town’ platform through a series of sponsorship creatives and social media assets, which spotlight different products from the Jacob’s Mini Cheddars range and incorporate a variety of cheesy characters.
“This new campaign marks the start of a huge year for Jacob’s Mini Cheddars where we’re aiming to reignite brand love by playing on the distinctive bright and fun nature of the brand with a playful new TV creative,” says Christopher Owen, Marketing Controller at brand owner pladis UK&I.
“By bringing the brand to life through the characterisation of Jacob’s Mini Cheddars’ signature real-cheese flavours, we’re able to build strong quality and taste associations and land one of Jacob’s Mini Cheddars’ USPs – baked with real cheese.”
The campaign follows the launch of Jacob’s Mini Cheddars Sticks, which saw the brand move beyond its iconic circular crackers for the first time ever and target even more consumption moments – such as the evening sharing occasion – with bigger, bolder flavours.
Owen adds: “Mini Cheddars Sticks are now also available in Co-op and Morrisons, and we’re continuing to build on the success of the launch by spotlighting them within the ‘Welcome to Cheddar Town’ campaign – just in time for the range also hitting Asda and Sainsbury’s shelves over the following weeks. We’re excited to create a buzz around the product – as well as the entire brand – at a time when trusted, heritage brands are proving more popular than ever before. “We’d encourage all retailers to stock-up on Jacob’s Mini Cheddars core SKUs and NPD to drive incremental sales – particularly among younger shoppers – at a time when brand awareness will be top-of-mind.”
COOL SALES WITH NEW WALL’S RANGE
UNILEVER, THE UK’S NUMBER ONE ICE CREAM MANUFACTURER, HAS ANNOUNCED THE LAUNCH OF A NEW RANGE OF WALL’S ICE CREAM PRODUCTS IN TIME FOR SUMMER.
Leading ice cream manufacturer Unilever hasexpanded its range of products with the launchof a new range of Wall’s ice cream lines to helpretailers cash in on what will hopefully be anotherscorching summer. The range includes twoconvenience-exclusive products.
Joining Wall’s most popular brands, thenew variants include: a soft-serve Cornettofeaturing 50% recycled plastic lids, a brand-newflavour and shape from Twister to join Unilever’sResponsibly Made for Kids range and CornettoGO, an ice cream sandwich which provides atasty on-the-go snack.
These innovations are included on Wall’s newPOS material which includes everything fromoutdoor signage to branded parasols and flags tohelp retailers spread the news of the NPD.
In line with Unilever’s sustainability plans,all POS is produced from recycled material orproduced as recyclable, giving retailers peace ofmind that every unit or board is made in a moreresponsible and sustainable way.
Jennifer Dyne, Ice-cream Brand ExperienceDirector, Unilever UK&I comments: “We knowshoppers are looking for innovative productsand flavours but also expect these to make apositive difference to the world – with our newlaunches this year, ice cream lovers are going tobe delighted with the choice that is on offer thissummer season from their favourite brands.”
CORNETTO SOFT
New Wall’s Cornetto Soft brings the experience of the traditional ice cream van and soft-serve ice cream into the home with the packaging lids created using 50% recycled plastic. RSP: £3 (STICK MULTIPACK)
CORNETTO SOFT CHOCOLATEY
Available exclusively in the impulse channel, the ice cream stays soft even when in the freezer and is topped with chocolate sauce and served in a wafer cone, complete with the iconic chocolatey flavour tip too. The multipack range is also available in two flavours: Strawberry and Salted Caramel. RSP: £1.60 (STICK)
WALL’S TWISTER PEEK-A-BLUE
Made with fruit, Twister Peek-A-Blue contains a mix of melon, strawberrylemon and apple-blueberry, delivering a refreshing, fruity flavour.
The new Twister has a clear logo on pack to help parents make informed decisions about the nutritional content. It adheres with Unilever’s responsible marketing to children principles, with no more than 110 calories and a maximum of 12g of sugar per portion. RSPS: £1.10 (STICK) / £2.79 (STICK MULTIPACK)
CORNETTO GO
Another impulse exclusive, Cornetto Go is an ice cream sandwich which can be enjoyed on-the-go to help drive more snacking and convenience occasions this year. The ice cream sandwich is covered with rich, cocoa biscuit filled with smooth vanilla ice cream and pieces of cocoa cookie. RSP: £1.40
BIRTHDAY PACKS
Imperial Tobacco has launched two new formats and a limited-edition design for its Lambert & Butler RYO range. Launching exclusively into the independent channel, packs are available in 30g and 50g formats. RSPs: £12.80 / £21
LATTE LAUNCH
Weetabix On The Go has unveiled a new limited edition Caffé Latte variant. The drink contains 37.5mg/100ml of caffeine, meaning it’s a convenient two-for-one combination of breakfast and coffee. RSP: £1 PMP
PROTEIN POWER
Müller Yogurt & Desserts is targeting growth within the chilled desserts category with the launch of Müller Rice Protein. The product contains 14g of protein per pot, more than double the protein content within the existing core Müller Rice range.
ORANGE EXPERIENCE
Yazoo has revealed its latest limited-edition flavour: Choc- Orange. It launches from the end of this month in standard and price-marked packs of 400ml. It combines the brand’s signature chocolate milk with sharp, sweet citrus tones. RSPs: £1.15, £1 PMP
BACK IN BLACK
Ginsters and Guinness have joined forces to launch Ginsters Smoky Steak & Guinness Slice. The recipe was developed by Cornishborn, award-winning head chef, Chris Eden – a longstanding Ginsters chef partner RSP: £1.80
CHICKENDOGS
Spar Scotland launched the new Chicken Hotdog from Rollover in 100 stores around the country on Monday. It is exclusively available from all CJ’s food-to-go counters and a number of independent Spar stores for six weeks. RSP: £2.20
