slr p42 media Feb2010.qxp 28/01/2010 19:37 Page 31
hotlines
MEDIA & MARKETING SPEND
Who’s spending what and where for Feb 2010...
Olympic deal for Hovis Lurpak hits small screen Irn-Bru asks public to
Hovis has teamed up with Olympic cycling
spot the difference
champion Victoria Pendleton to promote Irn-Bru’s award winning advertising
the health benefits of bread and encourage campaign ‘Spot the Difference’ which
consumers to get back on their bikes for a highlights the Sugar Free benefit of Diet Irn-
more active lifestyle. The three year Bru returns to poster sites across Scotland
association was launched this week, with from February 2010.
Victoria as Hovis’ “Girl on a Bike”, in a The campaign which sports two identical
photoshoot that saw her recreating the images, asks consumers to ‘Spot the
iconic image from Hovis’ “Boy on the Bike” Difference’; but there is only one difference
advert by pushing the period baker’s bike – one is Sugar Free but still with the same
up ‘Hovis Hill’ in Shaftesbury.
Victoria will be supporting a range of
exciting Hovis promotions throughout her
association with the brand, starting in Lurpak, a leading BSM brand from Arla
Spring this year. Foods, has launched a £12m marketing
campaign, which is set to run throughout
Tel: 01406 367 030
2010.
Entitled the ‘Joy of Creation’ the new
creatives explore the pride and sense of
achievement felt when cooking from
scratch. The first creative entitled ‘PIE’, refreshing taste as Irn-Bru. The campaign
features a man cooking a steak and ale pie scooped three awards at the 2009 Scottish
for his family, tearing pastry and getting Advertising Awards ceremony and delivered
messy along the way, demonstrating the a 20% uplift in sales during and post the
rich rewards and pride of home cooking. 2009 campaign.
Tel: 08457 626 434 Tel: 01204 664 295
New ads for Red Bull Random prizes to be won Heinz pushes less fat
Red Bull will continue to do it utmost to Nestlé Confectionery is investing £2.5m to
message on salad cream
drive profits for retailers in 2010 with support Rowntree’s Randoms, its number Heinz Salad Cream is kicking off the New
another marketing two fruit sugar impulse confectionery Year with a new look. The market leader is
campaign kicking off brand, with a huge consumer promotion. targeting health
with the return of the The new Rowntree’s Randoms on-pack conscious
cartoon ad which will be promotion will look to further boost sales, consumers with
back on screens from the news that
this month. The Heinz Salad Cream
announcement comes off has 66% less fat
the back of a fantastic than mayonnaise.
Christmas performance The new design is
for the brand with 35 on shelf now and
million cans flying off the '66% less fat'
the shelves in December label will be
alone; the biggest featured on
Christmas ever for Red approximately
Bull in the UK. with 50 random adventures to be won and 600,000 packs of
The advertising will see thousands of free packs up for grabs. 460g Original
two new UK specific The simple instant win promotion will be Heinz Salad
executions entitled supported by a massive media campaign Cream.
‘Shakespeare’ and including TV advertising from 8th February, This is the first
‘Newton’ and will which forms part of the £6.5m being spent time the company
include a Red Bull Energy on the brand over the course of 2010. An has stamped the 66%
Shot end frame which eye-catching on-pack flash will also less fat message on
will help drive communicate the chance to win from one of its Heinz Salad Cream
awareness of this growing category. two tiers of prizes. bottles.
Tel: 0207 340 100 Tel: 01904 603 655 Tel: 02085 737 757
WWW.55NORTH.COM FEBRUARY 2010 l SCOTTISH LOCAL RETAILER l 31
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