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Yorkshire Connections As McCain Sponsors Emmerdale
McCain Foods has announced that it will be sponsoring Emmerdale, one of the UK’s biggest TV programmes, from March.
Like the soap, McCain is based in Yorkshire and has long established links to farming, having worked with some of its 250 British growers for three generations.
McCain is also the largest purchaser of British potatoes, buying approximately 15% of the total UK crop each year.
With the soap’s countryside setting and family themed storylines, Emmerdale provides McCain with a platform to highlight the core values of the brand with its key target audience, and remain front-of-mind at tea-time six days a week, 52 weeks of the year.
Emmerdale was watched by an average of 7.3m viewers in 2013, of which 72% are ‘main shoppers’ responsible for the weekly household grocery shop.
Mark Hodge, McCain Foods marketing director, said: “Emmerdale is modern, family focused and set in the heart of the Yorkshire countryside, providing lots of positive associations with farming and natural, British produce.
“It is a perfect fit for the McCain brand and provides us with a fantastic opportunity to connect with our core target consumer and set ourselves apart from our competitors by communicating the key values of the brand.”
The agreement runs for two years and includes a fully integrated sponsorship package covering broadcast, mobile and online platforms.
Gary Knight, commercial content director at ITV, said: “Emmerdale is one of ITV’s most iconic programmes and we are delighted to welcome a brand with the stature and heritage of McCain as the new sponsor of the show for the next 24 months.
“We look forward to working with them to make this truly integrated partnership a great success.”
The sponsorship follows the introduction of a new Happy Days marketing platform for McCain Foods in autumn 2013 and celebrates the enjoyment of eating McCain potato products.
The £35m year-long programme of activity is McCain Foods biggest ever marketing campaign and part of a major drive to grow the frozen potato category by transforming the McCain brand.
The Happy Days campaign is focusing on four key category growth areas – Easier Family Meals, Conversion from Homemade Potato, Nutritious Kids Meals and Sharing at Home.
Walkers has unveiled its new advert accompanying the launch campaign for Walkers Pops, air-popped snacks with 50% less fat than standard potato crisps.
Walkers Pops are now in-store in four flavours; Original, Sour Cream and Onion, Melted Cheese & Crispy Bacon and Prawn Cocktail, in multipacks of six, with an RSP of £1.99.
They are also available in single bags in Original, Melted Cheese & Crispy Bacon and a limited edition Sour Cream & Onion with an RSP of £0.63.
Commenting on the new advert, Thomas Barkholt, marketing director for Walkers, said: “We hope the new ad brings a smile to people’s faces as they see all the experimentation that went into producing the perfect snack.
“Walkers Pops have been developed for the whole family by our innovation experts with four great flavours.
“What’s more, they are packed full of flavour, yet contain 50% less fat than our standard range.”
Domino’s Pizza has unveiled a new marketing campaign, spanning TV, VOD, mobile, PR and social media, to promote the quality of its ingredients and bring to life the fact that every pizza is made by hand and made fresh to order.
The campaign kicks off with a 30 second TV ad which shows the pizza making process played back to front from delicious slices of pizza in the hand of a hungry family, all the way back to a single ball of fresh dough.
Even the signature soundtrack from the previous ‘Greatness’ ad is played in reverse.
The latest TV commercial which runs through March until 13 April, aims to reach a national audience across both terrestrial (ITV1, C4,C5) and digital (ITV dig, C4 dig, Five dig, Sky Media) – tapping into family customers where weekend orders are key.
Screen shot 2014-03-11 at 20.58.48 Domino’s Pizza has unveiled a new marketing campaign
The use of VOD (ITV Player, Sky Go, 40D) gives additional audience cover as well as more engaging skin formats, with a homepage takeover feel that allows click backs through to the Domino’s website.
The mobile strand of the campaign is focused to drive downloads of the Domino’s app and will use app targeting to extend user reach.
The social element ties the campaign back to the consumer and aims to encourage engagement and create conversation between fans.
Quality will also be the underlying message throughout the new Domino’s Pizza Corporate website, which places greater emphasis on product imagery and championing the finest ingredients.
The campaign has been developed by Iris Worldwide, supported by Arena Media and LightBrigade PR and overseen by Jane Walker, Head of Marketing at Domino’s Pizza Group.
Jane said: “Last year we handmade over 65 million pizzas, so we wanted this campaign to demonstrate how each and every one of these are made to order from fresh, hand stretched dough and tasty, quality toppings.
“From our secret recipe tomato sauce to 100% British mozzarella, sourcing delicious ingredients and creating a fantastic end product for our customers is at the heart of everything we do.”