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Karmel Makes TV Connections For Children's Food Range
The UK’s children’s cookery author, Annabel Karmel, debuts in an animated kitchen tale in a bid to make an emotional connection with busy families.
Children’s food brand, Annabel Karmel, is targeting mums and dads of toddlers with its first ever TV campaign to promote its 12-strong Chilled Toddler Meal range.
The ad has been created by Quite Frankly Productions in collaboration with Grainger & Wolff and animation experts Scubaboy Inc.
With media planning and buying from Guerillascope, the 30” ad broke on Disney Jr, Nick Jr, Nick Jr 2 and Tiny Pop on Monday 21st July 2014.
The campaign will run until 20th August, reaching out to parents watching with children at home over the summer holidays.
Sainsbury’s, which stocks all of Annabel’s chilled meals, is tagged in the TV advertising.
Starring founder, Annabel Karmel, and her young son Nicholas, the hand-drawn animation depicts a personal story of Annabel’s determination to cook-up tasty recipes that her ultra-fussy toddler would eat; a mission that would result in a delicious food range for every child to enjoy.
Stood at her kitchen surrounded by a bright array of wholesome ingredients, Annabel says that her toddler meal range should have been called “Nicholas Karmel Toddler Meals”, to which we see a flashback of a babbling Nicholas splatting ‘bland’ food against the TV screen.
Fast forward, and Annabel sets to making the tastiest homemade meals.
To close, we witness Annabel realising her power to create great tasting food, and in magical Matilda-style, she makes Nicholas’ favourite foods fly around her and directly into her toddler meal trays.
So when busy parents don’t have time to make something from scratch, they can rely on her toddler meals, “made to Nicholas’ original recipes”.
Featuring the strapline “For a tasty start in life”, Annabel Karmel said:
“Most families with young families will be able to identify with having a fussy toddler like Nicholas.
“So when there’s no time to cook something from scratch, my homemade style meals are tried, tested and toddler approved.”
Sarah Smith, Head of PR and Marketing at Annabel Karmel said: “Behind the Annabel Karmel brand is the real-life story of a mother locked in a battle of wills with a fussy child.
“Her willpower took her on a journey of food discovery which resulted in her producing a range of meals inspired by her trusty recipes.
“Hand-crafted animation allows us to bring to life that personal story, and children’s TV presents a prime medium to generate awareness on a much larger scale that we have ever done before – reaffirming Annabel’s position as a leading authority on feeding children.”
The ad campaign is being supported with promotional activity on Annabel Karmel’s 3.6 million strong website and YouTube channel.
Digital specialists, Crave&Lamb have also been brought on board to plan and run targeted Facebook advertising to promote the toddler meal range.
BBQ Heroes Celebrated For Summer Reminder That IT HAS TO BE HEINZ
With Britain on course for the best summer ever, market leader Heinz has launched a £3m cross-category multi-platform campaign, which aims to drive consumption and expand consumers’ sauces repertoire.
The BBQ Heroes campaign draws on the emotional connection that consumers have with Heinz, ensuring that its range of sauces are front of mind, so that they know “IT HAS TO BE HEINZ” during BBQ season.
The campaign will run until September, across four sauces from the range: Heinz Tomato Ketchup, Heinz Salad Cream, Heinz Mayonnaise and Heinz Barbecue Sauce.
The new campaign will see the iconic ‘invisible bottle’ Heinz Tomato Ketchup TV advert return to our screens throughout July and August. In addition, two radio adverts supporting Heinz Tomato Ketchup Fiery Chilli and Heinz Tomato Ketchup will air across July. The TV and radio adverts focus on how Heinz Sauces are an integral element of BBQs and al fresco dining.
Simultaneously, Heinz Salad Cream will be on air across the same period with its Bring on the Zing campaign. Two new 30 second adverts narrated by comedian Mark Williams will evoke picnic and BBQ settings as optimum occasions on which Heinz Salad Cream will “Pamper your hamper,” and “Get those BBQ tongs wagging.”
The campaign will be supported by in store activation, which will ensure that Heinz’s BBQ Heroes create a buzz across retailer channels. Key BBQ host foods such as fresh chicken and salad bags will be labelled with stickers indicating which of the BBQ Heroes sauces best compliment them to ensure they are front of mind for consumers.
To drive purchase across the range, Heinz is also investing heavily across convenience and independent channels, increasing visibility and brand awareness of its BBQ Heroes campaign with branded displays units, barker ends and shelf signage across 3,500 stores.
Katherine Broadley, Senior Brand Manager, Heinz, comments: “With temperatures set to sore this summer, we want to remind consumers that when they get together for barbecues or any other social eating occasions, they can enhance their enjoyment by using our iconic Heinz BBQ Heroes sauces.
“By adopting a multi-platform approach and building on the success of the previous “IT HAS TO BE HEINZ” campaigns, we are confident that shoppers will be inspired to enjoy our sauces for a great tasting summer.”
Heinz Tomato Ketchup has a 80% value share of the Tomato Ketchup category which is currently worth £161m. The range of Heinz Barbecue sauces now account for 26.6% value and 31.6% volume of this market. A growth of 3.2 % ppt (value) and 5.6% ppt (volume).