A major new campaign has been launched by a renowned Manchester-based company, marking its largest promotion to date.
With a budget of £2 million, the campaign aims to entice customers and elevate the brand’s presence nationwide.
Campaign Overview
The latest promotion will prominently feature a television commercial designed to highlight the brand’s signature products. This campaign is intended to encourage consumers to indulge in the company’s well-known offerings.
The advert will emphasise the ‘squidgy’ nature of the products, presenting various flavours and formats available. It also prominently showcases the original product, a favourite among many.
Creative Approach
The creative team has chosen a nostalgic twist, using an adaptation of a famous 1980s soundtrack, ‘The Sun Always Shines On TV.’ This choice is aimed at creating a catchy and memorable effect that resonates with the audience.
Marketing Director Liz Jacobs commented, ‘We hope to butter up the nation with our sunny, humorous campaign.’ She emphasised that the soundtrack’s contagious nature would likely have people singing along.
The campaign represents the largest financial commitment to a single promotion. It is expected to reach 70% of adults in the UK within a six-week timeframe.
Target Audience and Objectives
The campaign seeks to appeal to a broad audience, from those looking for a mid-morning snack to individuals needing an afternoon pick-me-up. The brand aims to position its products as a versatile and satisfying choice for various occasions.
Liz Jacobs highlighted that the promotion is designed to resonate with diverse consumer needs, including children’s after-school snacks and adults’ mid-day energy boosts.
By showcasing the new packaging, the company aims to improve the product’s visibility and attractiveness on store shelves.
Media Presence
The advertisement will be widely broadcast on ITV during prime-time slots. This strategic placement ensures maximum visibility among a wide audience during peak viewing times.
In addition to television, the campaign will be supported by a robust digital presence. The ads will appear on various digital platforms, including VOD, Meta, Tik Tok, and YouTube pre-rolls.
Additional Support
An important component of the campaign is the support through shopper media, which aims to directly influence purchasing decisions at the retail level.
The comprehensive media strategy combines both traditional and digital channels to create a widespread impact and maximise reach.
The campaign will run until 22nd September, providing ample time to capture the audience’s attention and drive increased sales.
Conclusion
This significant promotional effort demonstrates the company’s dedication to enhancing its brand visibility and appealing to a broader audience.
With a multi-platform approach, the campaign is set to make a notable impression nationwide.
The campaign’s extensive scope and substantial budget reflect the brand’s commitment to reaching a wider audience.
By leveraging both traditional and digital media, the promotion aims to create a lasting impression on consumers. The use of a memorable soundtrack and engaging visuals further enhances the campaign’s appeal.
