Picks of the Week

NPD & MEDIA: TO GET YOUR PRODUCT LISTED PLEASE CONTACT RAITKEN@55NORTH.COM

Rekorderlig returns to TV screens

The campaign aims to drive awareness of Rekorderlig’s core offering among 20–34-year-olds in city centres across the UK.

Molson Coors has launched a new campaign for its fruit cider brand Rekorderlig, including its first TV advertisement in four years.

The ‘Beautifully Swedish’ campaign will showcase Rekorderlig’s core range which includes Strawberry-Lime, Wild Berries, Passionfruit, Mango-Raspberry and latest additions Pink Lemon and Watermelon-Citrus, which are all gluten free and vegan friendly.

The campaign aims to drive awareness of Rekorderlig’s core offering among 20–34-year-olds in city centres across the UK. It celebrates the spirit of Sweden, where Rekorderlig is still made in its original

home of Vimmerby using local spring water, and centres around ‘doing summer like the Swedish do’ and having a Rekorderlig with friends.

Rebecca Mutty, Rekorderlig Brand Manager, said: “We’re proud to say our ciders are still made in Sweden using the water from a nearby stream to bring that beautifully refreshing spirit to our drinkers in every bottle of Rekorderlig all over the world.

“This campaign is our first master brand campaign in over four years and aims to bring the fun, engaging and beautifully Swedish spirit of Rekorderlig to life and get the brand’s name back on people’s lips this summer.”

WKD boards the Love Island

New campaign includes TV ads, on-pack promotions, and on social media.

WKD is highlighting its relationship with Love Island this summer in a series of TV ads, on-pack promotions, and on social media.

The brand, which is the Official Alcohol Partner of ITV2 and ITV Hub’s Love Island, will be back on TV with a series of adverts showcasing the Love Island association. The ads feature a group of WKD bottles enjoying life in a sundrenched villa and the strapline ‘WKD coupled up with Love Island; Love it!’. They can also be viewed through the Love Island app and across WKD social channels.

WKD has also introduced two Love Island co-branded designs on limited-edition 700ml bottles of WKD Pink. A fully sleeved design delivers ultimate shelf stand-out, while the other features a Love Island label design. Both bottles are available in regular and £2.99 PMPs – with the latter available exclusively to independents.

In addition, a co-branded consumer competition offering opportunities to win thousands of exclusive Love Island and WKD merchandise or money off future purchases appears on key WKD multipacks. The activity runs across 4x275ml WKD Blue (PMP only, priced at £4.99); 10-packs (10x275ml WKD Blue and 10x275ml WKD variety pack) and 12x275ml WKD Blue .

WKD has also enlisted previous contestant and leading social media influencer Chris Taylor as brand ambassador. Taylor will create exclusive weekly videos that will be shared with his 1.1 million followers.

Its social media campaign will also include competitions to win merchandise and prizes, alonside interviews with Islanders’ friends and family, and behind-thescenes footage.

Alison Gray, Head of Brand – WKD at owner SHS Drinks, said: “With our witty TV ads and a million packs both spotlighting the Love Island association – plus chances to win tickets to the programme’s Live Final – we know we chose the right partner. Our consumers enjoy Love Island with a passion, and our high-profile coupling up with the programme is driving summer sales for independents.”

Whitley Neill unveils £1.2m campaign

The activity focuses on summer eating and drinking occasions.

Premium gin brand Whitley Neill Gin has launched a new £1.2m advertising campaign which taps into summer al fresco eating occasions.

Whitley Neil’s portfolio currently boasts 12 flavoured variants that have been inspired by flavours from around the world. The range is produced at the brand’s new home, the City of London Distillery, which is based in the heart of London.

The new campaign continues with the brand’s ‘Time for a Little Luxury’ message, with its Raspberry, Blood Orange and Rhubarb & Ginger gins taking centre stage. The campaign puts the gins at the front of mind for summer eating and drinking occasions, while also emphasising the versatility of the range.

Simon Jackman, Senior Global Marketing Manager for White Spirits at Halewood Artisanal Spirits, said: “Our Whitley Neill Gin flavours such as Blood Orange, Raspberry and Rhubarb & Ginger have continued to see strong growth over the past year as consumers have become more experimental with their drinks choices. The results of Savanta’s ‘Most Loved Brand Report’ continues to highlight this, and we’re delighted to have been awarded the ‘UK’s Most Loved Gin Brand’ for the second year in a row.

“Our new campaign is set to further drive awareness for our award-winning range, inspiring shoppers and showcasing how these delicious, vibrant gin flavours are the perfect choice for any summer drinking occasion.”

The brand has made supporting assets available for retailers, including a range of posters and POS materials, featuring a host of serve suggestions to inspire shoppers, as well as assets for social media channels and digital screens.

● The campaign goes live this month, and will feature out-of-home, print, social media and digital activity.

Walkers launches local taste icons

The Local Taste Icons range is inspired by the UK’s best-loved local restaurant dishes.

Walkers has launched four new limited-edition Local Taste Icons flavours, which are inspired by the UK’s best-loved local restaurant dishes, from fish & chips to madras curry.

Rolling out from mid-August, the line-up has been inspired by four standout local restaurants, and includes: Madras Curry – inspired by The Radhuni, Edinburgh, Thai Green Curry – inspired by Mantra Thai Dining, Newcastle, Fish & Chips – inspired by The Wetherby Whaler, Yorkshire, and Chicken Burrito – inspired by Yucca, London.

A supporting on-pack promotion also aims to drive footfall to local establishments by offering a £5 off discount at participating restaurants. Every packet of Walkers Local Taste Icons directs shoppers online where they can search for their local restaurant and claim £5 off using a QR code voucher.

Katherine Cook, Walkers Senior Brand Manager at PepsiCo, said: “We’re proud to support the hospitality industry, not only by promoting four local restaurant owners on our packs and re-creating their delicious dishes on our crisps, but also by giving money back to shoppers.

“The new limited-edition flavours will help to add excitement to the crisps segment, allowing retailers to offer their shoppers something new and drive sales. We have developed a bespoke in-restaurant point of sale kit to drive passing football to local establishments, digital assets and also worked with independent retailers to provide them with customisable posters to direct their shoppers and staff to their nearest local restaurants. In essence, this campaign will help to bring communities together, giving independent businesses an innovative way of supporting each other.”

Walkers Local Taste Icons are available now across grocery and impulse in multipacks of five, grab bags and £1 price-marked packs. The launch will also be supported with a light-hearted TV campaign airing across September and October and in-store media, social media, and out-of-home advertising.

Tyrrellbly tasty

KP Snacks is expanding its Tyrrells portfolio with a new British Beef & Ale flavour, available in 40g single packs from 30 August. It has been designed to be the perfect accompaniment to your chosen drink. RSP 85p

Film fun

Mackie’s Crisps launched ‘Sticky Toffee Pudding’ popcorn at the Great Outdoor Cinema event in Glasgow’s Pollok Park this week. The flavour will be sold in 170g share bags via wholesalers from mid-August. The new line will be available year-round. RSP £1 – £1.75.

Vape deal

Core Group, a SIM card and mobile accessories distributor, has signed a deal to supply 88vape to independent stores. Core will distribute 88vape’s 11 top-selling flavours across two nicotine strengths, 6mg and 11mg, along with a range of 88vape hardware and devices.

Crumbs galore!

Regal Bakery has launched a new selection of bite-sized cookies, available in six flavours: Coconut Minis, Almond Minis, Cashew Minis, Nan Khatie Minis, Pistachio Minis, and Zeera Minis. The range is available in 350g cartons from this week. RSP £1.69.

Compact case

Jammie Dodgers is supporting the convenience channel with the relaunch of its 89p PMP case in a new standout and affordable case footprint. The new compact case of 15 x 140g packs, which rolls out this month, will have a refreshed design featuring pack and biscuit images.

Box clever

Mars Wrigley UK is to remove the black polyethylene liner from Maltesers boxes, which will see 82 tonnes of plastic eliminated every single year. The change means that the box itself is now fully recyclable. However, the plastic film that covers the box isn’t widely recyclable.