Picks of the Week

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Melting into summer

WEETABIX MELTS IS HITTING TV SCREENS FOR THE FIRST TIME THIS SUMMER AS PART OF A £2.5M BRAND INVESTMENT

Weetabix is ploughing £2.5m into its Weetabix Melts brand this summer as the range hits TV screens for the first time this summer as part of a campaignt to boost awareness of the tasty portfolio.

The TV creative aired for the first time on Monday and brings to life Weetabix Melts’ key messaging of taste and excitement, through a combination of live action and animation.

Additional support comes via a social media and influencer campaign, including direct links to purchase, as well as through in-store POS across wholesale and grocery to increase consideration and drive trial.

The advert is expected to reach 25 million consumers in the UK, each viewing the advert on average four times across July.

Weetabix Melts is available in two flavours, milk and white chocolate, and maintains a strong nutritional profile with no red traffic lights and classified as non-HFSS. The products are also high in fibre, low in salt and fortified with vitamins and iron.

Gareth Turner, Head of Brand at Weetabix Food Company, said: “Taste is the number one driver of purchase and we’re ensuring our new tasty addition will be highly visible this summer. The campaign will drive awareness whilst a mix of digital and in-store activity will encourage increased purchase.

“HFSS is a hot topic and Weetabix Melts allow us to appeal to shoppers looking for a tastier option at breakfast or for a snack, with the added reassurance of health and quality.”

What You Need To Know

* £2.5m campaign

* TV ad launched on Monday

* Two variants: milk and white chocolate

* No red traffic lights, non-HFSS

* RSP: £2.99)

What do Bru taste??

A NEW IRN-BRU TV AD IS CHALLENGING CONSUMERS TO IDENTIFY WHAT THEY CAN TASTE WHEN THEY SIP SCOTLAND'S OTHER NATIONAL DRINK

For decades, it’s been the subject of many of a lively debate: what exactly does Irn-Bru taste like? Often described as “indescribable”, the iconic Scottish drink is now challenging the nation to put their taste buds to the test and pinpoint the BRU-nique flavour of the soft drink.

A new TV launched yesterday featuring a bar brawl in a wild west saloon where Bru fans fighting over over whose definition of the unique taste is correct. Order is restored by a lone cowboy who strikes peace by proposing everyone agrees “it tastes magic”.

The ad forms part of the £6m investment in the brand with the campaign running across a number of media channels, including TV, digital and social, reaching 90% of 16-34 year olds in Scotland and the North of England.

The Great Taste Debate challenges the public to grab a can, take a sip, and tell them what flavours they detect via social media with one lucky fan winning a year’s supply for the best tried-and-tasted video. As well as airing on TV across the country, the ad can be viewed by scanning QR codes found on cans and bottles.

TikTok stars including ex-Goggleboxer Tom Malone Jnr, Yorkshire Peach and Demi Yates have already had their say on the #IRNBRUChallenge by posting videos on the platform - which have already set tongues wagging.

Tom Malone Jnr, said: “Irn-Bru’s great taste debate really does have the internet fizzing. I’ve seen all sorts of weird and wonderful flavours shared; fresh oranges, sherbet, strawberries. I even saw someone describe the taste as fizzy unicorn tears. So, I can’t wait to see what the UK come up with when they take part.”

To join in the fun, simply use #IRNBRUchallenge and tag IRN-BRU on TikTok (@irnbruofficial) , Instagram (@IRNBRU), Twitter (@ IRN-BRU), or Facebook (@IRNBRU).

19 Crimes joins the hard seltzer club

WINE BRAND 19 CRIMES IS THE LATEST BIG NAME DRINKS BRAND TO ENTER THE HARD SELTZERS CATEGORY

Can you even call yourself a proper drinks company these days if you haven’t launched a hard seltzer in the last few months? Following the lines of Molson Coors and Asahi, Treasury Wine Estates’ innovative wine brand 19 Crimes has become the latest player in what is becoming a busy and noisy category.

Leading millennial wine brand 19 Crimes aims to continue disrupting the wine category with the addition of two new hard seltzer products to its portfolio to appeal to a new generation of wine drinkers.

Presented in a 330ml can which leverages the distinctive look-and-feel of the 19 Crimes brand, the two new flavour combinations include Lime Bitters and Raspberry & Black Pepper. At 5% ABV and containing 99 calories per 330ml, the flavour profile is, according to the brand, “well-rounded achieving a bold yet refreshing taste – reflective of the 19 Crimes portfolio”.

Ben Blake, Head of Marketing, EMEA at Treasury Wine Estates, says: “This is a first for Treasury Wine Estates, as we launch a seltzer under the disruptive 19 Crimes brand. The brand will continue to push the boundaries of the traditional wine category to appeal to a younger demographic by igniting their sense of discovery through the introduction of different products and flavour profiles.

“The new seltzers will not only appeal to those seeking refreshment occasions, but they will also meet the increased demand for lower ABV drinks options.”

The launch will be supported on social media, as well as through sampling activations across the year. RSP: £2.50

Magners back with 'When Time Bears Fruit' campaign

MAGNERS IRISH CIDER RETURNED TO TV SCREENS ON MONDAY WITH ITS FIRST ABOVE THE LINE CAMPAIGN IN FOUR YEARS

For the first time in over four years, Magners Irish Cider returned to TV screens on Monday as the cidermaker embarks on a new brand campaign, When Time Bears Fruit, supported by a six-figure multi-channel advertising spend across TV, video on demand, digital and social media. Ad spots are featuring around TV hits Love Island and Gogglebox, targeted at both new and existing audiences.

The hero 60s creative, titled The Alchemy of The Orchard, has been designed to move Magners from the Clonmel orchard firmly into the world of its drinkers, attracting a younger generation of drinkers to the cider as well as reintroducing it to loyal fans.

Time has always been an intrinsic part of Magners DNA and When Time Bears Fruit shifts the focus from the time spent creating Magners much-loved cider to time being spent enjoying it and the reward of time well spent in that moment.

Earlier this summer, Magners launched a When Time Bears Fruit on-pack promo offering the chance to win luxury staycations and thousands of home improvement prizes. The promo is currently in market and available across Magners Original 10x440ml can pack, 8x500ml bottle pack and single pint bottles in the off trade.

Rosé glow

* Magners has also unveiled Magners Rosé cans, a light blush apple cider that has been canned for extra convenience, making it even easier to pick up a pack for staycations and camping trips.

* Magners Rosé is made with apples from the same orchard as the Original recipe but uses sweeter apples to create a refreshing ‘pink drink’ twist on the classic.

* The new line is available in 4-packs at £5 RSP.

Shoppers invited to join the 'Crave Club' in new ad

FIBRE ONE 90 CALORIE FROM GENERAL MILLS IS INVESTING £3.5M AS IT RETURNS TO TV WITH A NEW ADVERT TO MARK THE LAUNCH OF ITS BIGGEST CAMPAIGN TO DATE

Fibre One 90 calorie from General Mills, the UK’s third biggest snack bar brand [Nielsen, May 2021], is investing £3.5m in a new TV ad as it returns to screens this summer with a new TV ad to mark the launch of its biggest campaign to date, ‘Crave Club.’

Live now across TV and VOD, the new hero creative showcases the ‘Crave Club’ as a secret society of like-minded, supportive people who have discovered the freedom of having what they crave without any fear of self-judgment.

With 90 calories or less, the Fibre One range is perfect for people looking for a permissible treat and to add fibre into their diet without compromising on taste, says the brand.

A new social media strategy will see the brand refresh the look and feel of its platforms and elevate its messaging.To amplify the campaign further, Fibre One 90 calorie has partnered with women’s lifestyle title Grazia for the first time. The brand will be the sole sponsor of the Grazia Life Advice Podcast, which will see a star-studded line-up of guests interviewed by host Rhiannon Evans over the coming year, drawing thousands of listeners every week. Fibre One 90 calorie and Grazia will also collaborate on branded content and live events to continue building connection between shoppers and the brand.

The campaign is expected to reach four million new target consumers. It follows a recipe renovation last year which saw the brand reduce the sugar content of its best-selling brownie range by 30%. Fibre One Chocolate Fudge Brownie RSP: £2.89

Michelin picnic

Cider brand Aspall is giving consumers the chance to win a picnic prepared by Michelin-starred chef James Knappett. One lucky winner and five of their friends will enjoy a picnic at a location of their choice prepared by Knappett, chef at the two-Michelin Star restaurant, The Kitchen Table.

Clean up

Lifebuoy, the world’s biggest hygiene soap brand, is bringing its expertise to the home care category with its first-to-market range of dermatologically tested cleaning products, the new five piece multi-surface antibacterial Lifebuoy Botanitech range. RSPs: £1.40 - £4

Grate news

Lactalis UK & Ireland is adding a new Grated Mozzarella to its Galbani portfolio, aimed at foodies and offering a simple and convenient waytoaddmozzarellatoavariety of dishes. Made with pasteurised cow’s milk, Galbani Grated Mozzarella is suitable for vegetarians. RSP: £1.90

Carbon capture

Australian wine brand Lindeman’s has launched a new marketing campaign, Step into The Sunshine, to drive awareness of its Carbon Neutral certification. The campaign includes the creation of carbon-absorbing canvas murals, developed by street artists Nerone and Jody Thomas.

Vegan cheese

Bel UK has announced the launch of Nurishh, the brand’s first range of plant-based alternatives to cheese: Nurishh Mozzarella Style Block and Nurishh Cheddar & Mozzarella Style Blend Grated. RSP: £2.50

Pantry picks

Cottage Delight has launched The Great British Pantry range of premium sauces, condiments and preserves. The range includes 13 classic flavours covering sauces, chutneys, pickles, jams and curds, backed by eye-catching POS. RSPs: £2.49 - £3.25