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Today's News |
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| Rachel's Launch New Digital Campaign 'Kitchen Moments' |
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 Rachel’s organic have launched a new digital and eCRM campaign - ‘Kitchen Moments’.
The ‘Kitchen Moments’ digital campaign will consist of monthly e-newsletters, a new brand website, as well as a new interactive Facebook app which will provide a hub for the campaign activity.
The campaign has been created by Rachel’s to communicate a consistent message across all digital channels and will continue for the rest of the year and through to online conversations on the Kitchen Moments Facebook Wall.
Exclusive content and competitions will be on offer via partner brands carefully selected by Rachel’s, with the aim of engaging its target audience: 30- to 65-year-old women who enjoy quality organic food and time spent with family and friends in the hearts of their homes – their kitchens.
Rachel’s enjoyed success in 2011 with campaigns by the agency including the award-winning ‘Made with Love’ Emma Bridgewater on-pack promotion and ‘Rachel’s Moments’ eCRM campaign, an expansion of the brand’s first TV advert.
Andrew Curzon, Marketing Manager at Rachel’s, commented: “The kitchen is the heart of the home and where some of life’s best everyday moments happen - from chats over the kitchen table and informal lunches with the girls, to a quiet Sunday morning breakfast with the papers. With Kitchen Moments we hope to expand on these everyday pleasures and give something back to our fans.”
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| Item last updated: Friday April 20 2012 10:54 |
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| Ginsters Feeds On Patriotic Fervour With New Campaign |
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 Tapping into the patriotic fervour that is expected to sweep the country this summer, Ginsters, the UK’s leading savoury pastry brand, is launching its biggest ever on-pack promotion, appearing on over 20 million packs from May to September.
Under the banner ‘Best of British Celebration’, the brand will give consumers the chance to win a different British-themed prize every day for 126 days, as well as launching ten new Special Edition Sandwiches and Pasties as part of the campaign.
‘Best of British’ flashes appearing across promotional packs of pasties, slices and sandwiches will direct consumers to the ‘Best of British’ website, where they can enter the free prize draw every day. British-themed prizes include, dinner at Gordon Ramsay’s Claridges restaurant, golf at St Andrews, having your own butler for the day, and classic British designer items from Stella McCartney and Vivienne Westwood.
In-store, the promotion will be amplified by new point of sale material and tailor-made executions for key retailers. Additionally the campaign will be supported by digital and road-show activity.
Andy Valentine, Head of Brand Marketing for Ginsters, says:
“Despite the current economic climate, our consumers have remained incredibly loyal to the Ginsters brand and we continue to outsell our nearest competitor by more than three to one. This promotion is the ideal way to reward our loyal shoppers and attract new buyers to the brand. Retailers will benefit from the British themed packaging which will create real standout when merchandised together in-store alongside our Best of British POS.
“The Best Of British campaign is another demonstration of our commitment to driving the brand forward through continued national support.” |
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| Item last updated: Friday April 20 2012 10:54 |
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| Reggae Reggae Gets The Aardman Treatment With First Above Line Campaign |
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 Aardman, the Bristol based animation studio, has joined forces with Levi Roots to produce his first-ever above the line advertising campaign for Reggae Reggae Sauce.
The £2m campaign, created by JWT London, encourages consumers to “put some music in your food” and will premiere during a primetime TV slot on ITV on Thursday 3 May and run until mid August.
The ‘fabulocious’ ad, which has been designed to put Reggae Reggae Sauce on consumers’ shopping lists this BBQ season, also launches the new Mild Reggae Reggae Sauce variant, a product specifically designed to appeal to consumers with milder taste preference so as to broaden the brand’s appeal to a wider audience.
The ad features Levi cooking up a BBQ in the back garden of a Brixton house singing the “It’s so nice I had to name it twice” Reggae Reggae Sauce song, the tune that sealed the deal for him on Dragons’ Den. Levi splashes sauce onto sausages, kebabs and chicken drumsticks to give them a Caribbean flava and a culinary kick.
Tim Beard, Reggae Reggae Sauce’s Marketing Controller says: “It’s been five years since Levi was last on our TV screens on Dragons’ Den and we know from research that there are consumers who have neither seen Levi’s original pitch nor heard his Reggae Reggae Sauce song. Therefore we wanted to introduce Levi to them just as he was before he and his sauce became famous; an ordinary man on a mission to put some Caribbean flava into everyday British meals.”
And the ad is destined to generate success at the tills; of those consumers aged 22-40 years old, who’ve had a sneak preview of the ad, 65% agreed that they were more likely to buy Levi Roots Reggae Reggae Sauce in the future. So there is confidence that the ad will successfully achieve the aim of increasing overall awareness and brand loyalty as well as, driving household penetration and frequency of purchase.
The TV & cinema ad will be supported by an integrated campaign comprising of PR, online amplification, in-store POS and sampling. |
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| Item last updated: Friday April 20 2012 10:54 |
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