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KP reveals plans for The Hundred

KP SNACKS, THE OFFICIAL TEAM PARTNER OF THE HUNDRED, WHICH GETS UNDERWAY TODAY, IS LAUNCHING A CAMPAIGN TO CHAMPION HEALTHIER LIFESTYLES AND GET PEOPLE ACTIVE

KP Snacks has revealed the details of its partnership with The Hundred, the new action-packed 100 ball cricket competition. The Hundred runs for a month from today until 21 August and KP has a range of initiatives and activations in place. The company is looking to champion healthier lifestyles and inspire people to get more active through cricket, while driving sales of its core range.

Throughout the tournament, KP Snacks brands will feature on the team shirts, including: popchips, Butterkist, Pom-Bear, Tyrrells, KP Nuts, Hula Hoops, McCoy’s, and Skips. The brands will also feature in broadcast idents and in ad spots during broadcasting breaks, as well as through in-ground promotion on the big screens.

Furthermore, the snacking giant has been encouraging retailers to purchase cases of its promoted products for a chance to win match tickets and merchandise to enjoy themselves and with their families. Implementing retailer bundle deals, depot activations, and merchandising including aisle end displays, KP Snacks is using its partnership and brands to incentivise, engage, and inspire its convenience retailing partners to celebrate The Hundred.

The manufacturer is also offering free and easy ways for consumers to get engaged with cricket through its recently launched ‘Everyone In’ hub. ‘Everyone In’ is an easy-to-use digital platform offering simple, fun ways for people to get active this summer through cricket, alongside lots of fun video content with some of the male and female stars of The Hundred.

As a final element of the partnership, KP Snacks and McCoy’s, the sponsors of Manchester Originals, have partnered with Co-op in Manchester to give away thousands of balls and bats to inspire people to get more active through cricket during the partnership. Marketing Director Kevin McNair commented: “At KP Snacks, we care about doing the right thing and we believe that snacks can be enjoyed as part of a balanced and healthy lifestyle, including regular exercise. Our vision is to support healthier lifestyles and inspire families across the UK to get more active.

“Over the next five years, our partnership with The Hundred aims to help thousands of families up and down the country to get more active together.”

Rubicon unveils 'unboring' ad

AG BARR IS BRINGING BACK ITS NO ADDED BORING CAMPAIGN FOR RUBICON AS PART OF A £4M INVESTMENT IN THE BRAND. THE CAMPAIGN WILL REACH 87% OF 16-34 YEAR OLDS SEVEN TIMES

Rubicon will be back on TV next month as AG Barr brings its No Added Boring campaign back as part of a £4m investment. The campaign will reach 87% of 16-34 years olds seven times.

Adrian Troy, Marketing Director at AG Barr says: “It’s been a positive year for Rubicon. This campaign will build on our growth by continuing to build awareness of Rubicon with soft drink shoppers.

“The campaign invites shoppers to step away from the mundane and try something a lot more interesting. We’ve looked at all the major touchpoints for our target consumer of 16-35-year-olds, and created a campaign designed to reach them in as many places as possible on their path to purchase.

“The TV ad will run for six weeks, starting in the peak summer month of August, on national screens, video on demand, Spotify and social platforms with spots in the breaks of the top performing programmes and sports of the summer. The No Added Boring ad worked really well for Rubicon last year so we’re confident that this year will perform even better. “This year we’re also launching a targeted OOH campaign, that will be personalised based on location and weather, to really tap into meeting consumer needs for an exciting refreshing drink when they need it most.

“We’ve challenged ourselves to create the most unboring outdoor ads of any soft drink. Targeting areas of urban local discovery, think local high streets where we’ve all been spending our time of late rather than city centres.”

The activity will also include five-weeks of national sampling and the brand’s biggest ever social campaign.

What you need to know

- £4m campaign

- Will reach 87% of 16-34 years olds seven times

- Runs in Aug and Sep On national TV, VOD, Spotify, digital, outdoor and sampling

Mars aims to end pet homelessness

MARS PETCARE WANTS TO END PET HOMELESSNESS BY 2030 AND IS KICKING OFF A NEW ADOPTION MISSION COMMITMENT WITH A £1.3M TV CAMPAIGN FROM PEDIGREE

Mars Petcare is working towards its global ambition of ending pet homelessness by 2030 with the UK launch of its Adoption Mission commitment this month.

Through two of its most recognisable brands – Pedigree and Whiskas – Mars Petcare will be donating three million meals to dogs and cats in rescue centres across the UK and a special programme of support will also be delivered to shelters and owners to ensure all pets are wanted, cared for and welcomed.

Kicking off the Adoption Mission, a new £1.3m TV campaign from Pedigree went live on Monday featuring the tag line ‘Feel the good. Adopt’. The advert aims to highlight the good that can come from pet adoption, showcasing the unconditional love and happiness that adopted pets can bring to families.

From next month, in-store POS materials will be available to retailers to spread the word on the Adoption Mission, encouraging new and existing shoppers to support the campaign through their choice of purchase.

Working in partnership with the Association of Dogs and Cats Homes (ADCH) and its members, Mars Petcare will be providing a comprehensive programme of support to shelters across the UK. The company is aiming to help shelters overcome some of the barriers they face when it comes to pet adoption and tackle abandonment scenarios.

Arthur Renault, Marketing Portfolio Director at Mars Petcare, comments: “The Adoption Mission will deliver work that will truly make a difference for dogs and cats across the country, supported by our petcare category leaders Pedigree and Whiskas, to help raise maximum awareness of the positive impact of pet adoption and help us work towards our global ambition of ending pet homelessness entirely by 2030.”

Real food bars

Nature Valley is bringing new ‘real food’ Full Mix bars to the UK, after last year’s US launch. Available in multipacks in two variants – Peanut Butter & Blueberry and Peanut Butter & Cranberry – the launch will be backed by a £1.5m marketing campaign. RSP: £2.89 (promo £1.50)

Spice tour

Spiced gin brand Opihr has launched a Spice Tour consumer campaign to show consumers across the UK just how accessible spice can be, including how it can enhance the flavour of gin. The format is a series of free online masterclasses that run until Sep. Find out more.

Squeezing sales

Swizzels has launched a Squashies Squashathon campaign for summer on its social channels. There are 60 days of summer-themed challenges for consumers to get involved in with daily prizes on offer. POS and display units are available to retailers.

Gut feeling

The English Institute of Sport (EIS) and Yakult have teamed up as the brand is named an EIS Preferred Performance Nutrition Supplier. They will collaborate with research into the gut microbiota, as well as enhancing education and awareness around the importance of gut health.

Burts spurts

Burts Snacks has unveiled a new ‘So Burts It Hurts’ £1m summer marketing campaign, its first in nearly a decade. Aimed at the South West of England, the campaign hopes to raise awareness of its range of hand-cooked crisps that are produced using locally sourced ingredients.

Fountain fest

In a multi-million-pound category-boosting campaign, Fountain Beverage Co’s Hard Seltzer has partnered with Live Nation to become the first Official Hard Seltzer Partner across the Reading & Leeds, Creamfields, Parklife, TRNSMT and Warehouse Project festivals.