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Tesco Food Love Story - Brings Community Together To Help Tackle Food Waste
Thursday June 15 2017 03:32
Waitrose Celebrates 25 Years of Duchy Brand
Wednesday May 10 2017 03:12
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Friday April 28 2017 04:50
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Thursday January 19 2017 04:10
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Tuesday January 10 2017 09:33
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Tuesday March 29 2016 19:08
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Tuesday February 23 2016 05:49
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Monday February 22 2016 09:29
Kabuto Noodles Launches Premium Campaign To Give A Premium Brand Boost
Tuesday February 16 2016 05:53
Market Research Matters For Building Business Profits
Tuesday January 26 2016 04:13
Heinz Big Soup Goes Large On talkSport
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Portfolio Rebrand At Corkers
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API To Take Its Brand Enhancement Creative Service To Packaging Shows
Thursday January 07 2016 04:23
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WMH Opens Up On Facebook To Showcase Its Great Food Machines
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Heinz Turns Up The Heat With Warming Moments
Friday November 13 2015 03:55
Allott And Associates Ltd Comes Of Age
Wednesday November 04 2015 07:49
Food Industry Social Media at Work Survey 2015 Launches
Tuesday October 27 2015 05:29
Ginsters Sponsors New Football League Highlights Show
Monday October 26 2015 05:49
Ten Acre Joins Line Up at Munch-Ester Literature Festival
Monday October 26 2015 05:31
Hp Sauce Offers ‘Mo Bros’ And ‘Mo Sistas’ Chance To Win Their Face On HP Bottles
Thursday October 15 2015 08:04
Waitrose Warms Up Autumn With Spotlight On Provenance
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Rebranding Of Jamie To Resonate His Personality
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API To Take ‘Exceptional Brand Enhancement’ Focus To Luxe Pack
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McCoy's Kicks Off Football League Sponsorship With Big Boot Of A Campaign
Friday August 21 2015 05:05
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Wednesday August 19 2015 06:04
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Tuesday August 18 2015 06:10
Sporting Take On Fish 'n' Chips With Talksport Tie-up
Tuesday August 11 2015 03:48
Birds Eye Cast A Spell For Kids With Merlin
Monday August 10 2015 05:43
Harry's Kicks Off #LoveSummer With Route Chip To Chip
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Organix Launches Toddler #LoveGoodFood Campaign
Wednesday July 15 2015 06:28
Rustlers Go On Tour With Panini Big Sampling Campaign
Wednesday July 08 2015 07:13
Tyrells Pack Refresh Focuses On Connecting With Brand Personality
Monday July 06 2015 06:48
KP New Look Appels To Modern Man
Thursday June 25 2015 08:35
URBAN eat Launches The Shape Of Summer With Seaside Packaging
Thursday June 25 2015 08:06
Doritos Roulette Comes Back To The Tables For A Second Play
Friday June 19 2015 10:00
Tyrells Crisp Packs Refreshed Wtih New Look
Tuesday June 09 2015 05:11
New Co-Op Summer Food Ad Captures Summer Of Spontaneity
Wednesday June 03 2015 06:24
New Look for McCoy's Targeted At Younger Male
Friday May 22 2015 07:01
Giraudi Creative Meats Presents SMILEY MEALS
Friday May 01 2015 03:59
New Pack Design Reflects Rustlers New Brand Positioning
Monday April 20 2015 06:45
Domino's Launch Digital Platform To Personalise Pizzas
Wednesday April 01 2015 05:58
Doritos Take Bold Stance In New Ad Campaign
Monday March 23 2015 08:17
Tom’s Pies Launches New Brand And Pack Design From Ziggurat Brands
Monday March 02 2015 08:10
Mixing It Up Menu With Birds Eye
Tuesday February 10 2015 05:29
Get Well Soup Sees Heinz Warming Starlight Appeal
Tuesday January 20 2015 10:04
Striking Findings Of Elevating Brands White Paper
Tuesday January 20 2015 10:05
Officially The Real McCoy’s Bites Into Crisp Partner of the Football League
Wednesday November 26 2014 05:23
Sampling Commuters Test New Steamfresh
Wednesday November 19 2014 06:28
Co-op Reward Food Customers With Christmas Membership Card Promotion
Wednesday November 19 2014 05:59
Hand Picked Indulgence With Gressingham Duck
Friday October 31 2014 06:37
Tweet To Eat Pop-Up Campaign For Sausage Week
Wednesday October 29 2014 05:43
Hairy Bikers Launch Fakeaway Friday Competition To Boost Hairy Dieters Brand
Thursday October 16 2014 06:33
The Magical Half-Second: Making The Leap From Brand Ignorance To Brand Advocacy
Friday September 26 2014 10:12
Organix Monster On-pack Promotion With Nuby
Monday September 22 2014 05:55
Can You Launch A Global Brand In The UK With Just £8K?
Monday September 15 2014 07:23
Ginsters Promotion Brings On The Sun+
Friday September 12 2014 07:27
Is Ethics The Saviour Of Branding?
Monday September 01 2014 05:20
Soupologie Make Pea & Leak A Real Man's Soup With Charity Promotion
Tuesday August 26 2014 05:13
Birds Eye Seeks To Bring Warmth To Frozen With New Logo
Friday August 22 2014 08:35
Karmel Makes TV Connections For Children's Food Range
Wednesday July 23 2014 04:45
BBQ Heroes Celebrated For Summer Reminder That IT HAS TO BE HEINZ
Friday July 18 2014 04:20
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Friday June 27 2014 07:31
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Friday June 20 2014 08:42
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Monday June 16 2014 06:22
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Monday June 16 2014 06:18
Heinz Shouts About The Goodness Of Its Pasta Range
Wednesday June 11 2014 05:28
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Monday June 09 2014 06:50
Organix Goodies Explore Campaign Goes In-store
Thursday June 05 2014 09:11
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Thursday June 05 2014 09:04
British Summertime Fun In £2m R&R Campaign
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Heinz Magic Beans Ads Returns
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Weight Watchers Put Their Pounds Into Home & Away Sponsorship Deal
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Today's News
Hairy Bikers Launch Fakeaway Friday Competition To Boost Hairy Dieters Brand
The Hairy Bikers, Si King and Dave Myers, are launching a brand new consumer campaign to raise the profile of their three new low-fat Indian cooking sauces, available as part of their Hairy Dieters brand.

The campaign will focus on Fakeaway Friday, an event that will drive trial of its key SKUS and increase frequency of purchase as we enter the big night in period.

The Hairy Bikers will encourage the consumer to create a meal from their range, and post their creations on Facebook where a winner will be chosen by the TV chef duo.

The winner will be awarded a lavish Indian meal for six in their own home, with silver service, as well as £500 worth of Asda vouchers.

Fakeaway Friday will be an integrated campaign, with the online competition mechanic supported by a traditional media relations push, using consumer research and a detailed infographic.

Declan Lockett, Director of All About Food said: “As the consumer turns to the comfort of takeaways during the big night in season, it’s the perfect opportunity to focus their attention on a healthier alternative that can be cooked up in minutes at home.

“The research we conducted provided an interesting insight in the consumer’s demand and perception of takeaways and showed that this is a strong category for supermarket brands to grow into with healthier alternatives.”

The campaign will launch on Monday 29 September and run until Sunday 12 October, when the winner will be announced.

The Hairy Bikers Indian cooking sauces are lower in fat and sugar to similar alternatives, but packed full of traditional flavour.

The range of ‘fakeaway’ curries consists of three takeaway favourites: Tikka Masala, Korma and Saag. The ‘fakeaways’ have been popular with dieters looking for ways to fake their favourite takeaways without the associated high fat content.

The Hairy Dieters low-fat ‘fakeaway’ cooking sauces are available in 275g pouches (serves two) and will be on sale exclusively in Asda from June 2014 with an RRP of £1.99.
* * *
Essential research and reports:
* Wet Cooking Sauces Market in the United Kingdom to 2017
*"><< The Sauces Market in United Kingdom>>
Item last updated:   Monday September 22 2014 05:55
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The Magical Half-Second: Making The Leap From Brand Ignorance To Brand Advocacy
For the new product – whether a start-up or a venture from a large corporation - finding consumer advocates is essential, says Adrian Collins, MD, Ziggurat Brands.

If one in three start-up businesses fail within the first three years, then in the convenience food sector, where almost every new product requires a significant pre-launch investment of time and money, this is an especially major problem.

They lack the vast marketing budgets of the large corporates, so they rely heavily on their most avid consumers to increase awareness and drive sales and get those all-important multiple listings. If cultivated correctly these advocates can do the work of an entire highly-pad marketing department.

So, how can a new product recruit advocates? It is far from easy. For most new products it is hard enough persuading consumers to notice the product, let alone try it, become loyal to it, or start recommending it to friends and family. In the fleeting half-second between a shopper noticing a new product in amongst the familiar ones there is the opportunity to make or break a fledgling business.

Yet it can be done. Food products such as PepsiCo’s Sunbites, or independent Higgidy Pies and David & Oliver were all once strange imposters on shelves packed with well-known brands, and they succeeded in turning that half-second from one of rejection, into a magical moment where they make a connection and begin the process of creating an advocate.

New products have three vital jobs to do if they want to replicate the success of those companies.

Job number one: achieve credible on-shelf stand-out

In 2007, Walkers, the UK’s number one crisps and snacks manufacturer had launched Sunbites, a savoury snack containing a third of your daily recommended amount of wholegrain in each portion and 30% lower in fat than standard crisps.

Although it experienced high repeat purchase rates in the ‘Better For You’ segment, indicating that consumers, who tried the product loved it, the packaging was putting off consumers who considered taste alongside health in their food purchases. It was not achieving credible shelf stand-out.

The original packaging had been entirely focused on emphasising the wholegrain content of the product. Changing this to an exciting, colourful illustrative style and language to reflect just how tasty, light and enjoyable Sunbites actually are and to engage new consumers who were attracted to the idea of trialling a healthier, tastier snack, had an almost immediate impact.

Given that a pack change on an existing brand often sees an initial fall in sales as consumers unfamiliar with the new identity fail to see ‘their brand’, it was impressive to see Nielsen sales data revealing a 26% uplift in sales for the first three months. The Millward Brown Tracking data also told a very positive story. Consumers’ perception of the brand, reflected in the ‘Brand Regard’ measure increased by 23% in just 12 weeks after the new packs were introduced.

This was no short-term spike. Sales of Sunbites have risen from £8m before the rebrand to more than £40m now. This success began by getting noticed on shelf.

Job number two: get from shelf to basket by communicating desirability

To be noticed is not the same as to be bought. A brand can be garish and stand out on shelf but if it incites indifference or even revulsion it is not going to succeed. It must be desirable enough for the shopper to pick it up and put it in the basket.

This can be done in a number of ways. Brands need to think carefully about how the on-pack visuals – product imagery, colours, logo, and so on - as well as the copy they use to describe themselves. What product attributes do they want to convey? What tone do they want to adopt?

Sometimes there is a simple solution. For example, when in 2006 Higgidy Pies, which had built a £500,000 turnover selling its premium pies into deli counters and multiples such as Eat, gained a listing in Sainsburys, it redesigned its packaging, bringing in a range of fresh brand attributes mainly focused around Camilla who bakes the pies: her personality, her enthusiasm, her brilliant pies. But it also introduced a window so shoppers could see the pies.

This not only shows the quality of the product but it is an approach that is unique in the sector. Ultimately, the Higgidy brand promises pies that are as good as you would make for your own family. The window was the vehicle to convey the desirability of the product. Sales grew so that the company now turns over more than £20m and has just doubled its production capacity.

Job number three: give your consumers a story to share and make them advocates

People love stories. We love hearing them, and, crucially, we love sharing them. If your brand gives people who have tried the product and liked it, a story they can pass on to their friends and family then it is well on its way to creating brand advocates.

Chefs and former flatmates, David Holliday and Oliver Shute had for many years spent their spare time travelling in their van around the British countryside, sourcing wild game, and then turning it into delicious soups, stocks and pasta sauces. In 2011 they decided to turn their hobby into a business and David Oliver was launched.

They knew they were tapping into a growing food movement. More and more people are turning away from the mass-produced farm-bred meat, and towards a more traditional, sustainable version. Yet, by 2013 it was clear the business was not taking off as it should.

A major problem was that its brand and on-pack design was only reaching people who already eat game. The ‘Country Life’ visuals and copy were, in the magical half-second, alienating the affluent urban experimenters who don’t currently eat wild game but would if they knew about it.

So, the first change was to insert ‘and’ into the name. “David Oliver” sounded too formal, too staid. “David & Oliver” brought the brand back down to earth. In terms of the visuals, introducing a countryside green dials up the British heritage along with iconic tweed jackets and caps. A new slogan ‘Wild about Britain’ emphasises the British source, and highlights the passion of the brand.

Splitting the name also allowed the introduction of the two characters, David and OIiver, who are the embodiment of the brand. The logo, now full of life, tells the story of David and Oliver. It excites the customer, portraying exactly where the ingredients have come from and are going to.

Again, this investment in branding paid off. David & Oliver is now listed in Waitrose, it is adding ready meals – duck cassoulet and venison lasagne – to the range, and is expanding into export markets such as France and Belgium.

Most vitally it now has a small army of brand advocates up and down the country who are enthusiastically retelling the story of David and Oliver, two entrepreneurs who dared to do something different. The product, just like Sunbites and Higgidy Pies, now succeeds in that vital half-second.
Item last updated:   Monday September 22 2014 05:55
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Organix Monster On-pack Promotion With Nuby
In the biggest on pack promotion for the baby category, organic baby food brand Organix backs its discover shape, texture and taste campaign with the launch of a new on-pack promotion with Nuby, across 2.5 million packs of its baby weaning foods.

The promotion is designed to drive trial and encourage customer loyalty.

The on-pack promotion will feature on 16 foods, including the new range of baby cereals launched earlier in 2014, textured fruit pots and finger foods, including baby biscuits and baby corn puffs - carrot sticks, tomato slices, sweetcorn rings and the new red pepper hearts. The three month on pack promotion will run until mid-December 2014.

Reflecting the Organix discover campaign, the Nuby on-pack prizes are all about helping little ones discover shape, texture and taste through weaning. The 10,000 prizes include best-selling toys with interesting shapes and textures, beakers, bibs and snack keepers from Nuby’s weaning essentials.

Senior Brand Manager, Kate Orman says, “Our new on-pack promotion with Nuby is designed to attract mums to Organix as soon as they enter the category. We expect the promotion to help drive purchase frequency and cross range penetration to increase sales of Organix baby foods and build customer loyalty.”

Foods featuring the on-pack promotion are listed in major multiples including Asda, Boots, the Co-op, Morrisons, Ocado, Sainsburys and Tesco. All shoppers need to do is register online at and enter their 12 digit unique code which will be stickered on the front of pack, or printed on the bottom of pack to be in with a chance of winning.
Item last updated:   Monday September 22 2014 05:55
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