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Rachel’s, the premium organic dairy brand, has unveiled a print ATL campaign, created by design agency ENTER.
The creative focuses on the heritage of the brand and Rachel Rowlands, the lady who co-founded Britain’s first ever certified organic dairy. The visually stunning advertisements bring to life Rachel Rowlands’ creativity and passion in a series of handwritten notes on a personal recipe book and chalkboard.
Demonstrating how Rachel created her delicious low fat vanilla and Greek-Style natural yogurts alongside her personal serving suggestions, the transcripts reflect the personal care, unique passion and attention to detail that Rachel has put into creating her yogurts since she first founded the brand in Aberystwyth, Wales, in 1982.
The print ATL campaign is set to run until 30th June 2014, followed by a second burst of activity later in the year. Media planning & buying for the campaign was handled by Zenith Optimedia, and the advert has been placed in titles such as Red, Woman & Home, OK!, Grazia and InStyle, in order to drive reach and engagement amongst Rachel’s target audience.
Furthermore, Greek-Style natural adverts in retailer magazines such as Sainsbury’s Magazine and Waitrose Kitchen will include a money-off coupon to help influence shopping behaviour along the path to purchase to help drive trial of the new range.
Sophie Giraudel, brand manager at Rachel’s, comments: “Many consumers may not be aware of Rachel’s heritage and the story behind the brand and we are really excited to reveal this advert which demonstrates the passion Rachel puts into her product - values that the brand continues to foster. We hope this impactful campaign will continue to help drive awareness with more people enjoying our gorgeous tasting yogurts.”
Doritos is giving shoppers the chance to win one of their biggest on pack promotions to date.
The campaign will run throughout the summer, giving people the chance to win cash prizes by scoring penalties in an online game against No.1 goalkeeper Joe Hart.
In April, May and June, every Doritos single and sharing bag will contain a unique code which unlocks a chance to play.
Shoppers have to go online and enter their code to play the Doritos penalty shootout online game.
Each goal scored against Joe Hart results in a prize, players can then choose to keep their prize or risk it and take another penalty.
If they score a second penalty they win a bigger prize but if they lose they walk away with nothing.
The first goal wins a free pack of Doritos, the second goal wins a cheque for £10 and the third goal rewards shoppers with £100.
In addition to the on pack promotion, Doritos will also be launching its biggest marketing campaign of the year, which will encourage the nation to get involved in the penalty shootout excitement.
To enter, consumers will be directed to www.doritos.co.uk to submit video recordings of why their team of three mates should be given the chance to take a real penalty against Joe Hart.
Consumers can apply from the 6th April up until the 18th.
A panel of experts will pick eight successful teams who will compete in a live penalty shootout at the end of April.
Throughout the live shootout, the teams will have the opportunity to improve their chances by enlisting the help of the Mariachi Doritos, who will do their best to distract the keeper as he attempts to save each shot.
The final two teams will have the opportunity to take a penalty against Joe Hart, and compete to win the ultimate mates football trip flying to some of Europe’s most exciting cities, while the competition is filmed and turned into a national TV advert, to be aired throughout May & June.
Commenting on the new initiatives, Taylor Jenkins, Doritos brand manager, said: “We’re really excited about the new initiative for summer.
“The on pack promotion and penalty shootout competitions are built around the nation’s love of football and we expect them to be hugely successful, particularly as football fever sweeps the nation this summer.
“Retailers should stock up on Doritos chips and dips for their customers, as they are perfect for summer parties, barbecues and evenings in with friends, especially ahead of major summer sporting events.”
The new football initiative will be supported by a high impact marketing campaign and in store POS from 6th April 2014.
Doritos is also introducing a new limited edition pack for Impulse, Doritos Jalapeno Kick.
Other flavours available include Cool Original, Tangy Cheese and Chilli Heatwave in 225g bags, 132g, 66g and 40g.
McCain Launches On Pack Photo gift Promotion To Drive Smiler Sales
McCain Foods is offering free personalised photo gifts as part of its latest on-pack promotion to drive sales of the McCain Smiles and Mini Jackets products.
With the choice of a British-made melamine plate, bowl, cup or coaster, consumers can have their selected item personalised with a photo of their child’s smiling face, in exchange for two unique codes from the promotional packs.
The promotion is running across 5 million packs for eight months from 31st March and includes the McCain Smiles 454g and 600g formats as well as the Mini Jackets 400g pack.
McCain is confident the activity will further drive penetration and give shoppers an incentive to buy.
This year’s on-pack activity follows the success of the Ladybird Books and Crayola promotions in 2012 and 2013 on the Smiles range, the latter of which saw redemption of 198,000 Crayola items.
This resulted in increased penetration, bringing new shoppers into the product.
Mark Hodge, McCain Foods marketing director, said: “We are in a climate where consumers and shoppers are increasingly seeking out additional value.
“On-pack promotions can play an important role in delivering greater value at the point of purchase and engaging shoppers with the brand.”
“Following the success of previous McCain Smiles on-pack promotions, we are anticipating a strong response to this activity because it offers consumers great value and will help drive incremental sales by capitalising on the personalisation trend and offering mums something completely unique.”
McCain Jacket Smiles and Mini Jackets are available from all major retailers.
McCain Smiles are £1.60 for the 454g pack and £2 for the 600g format. McCain Mini Jackets cost £1.50 for a 400g pack.