Hitting screens in the UK, this latest advertising campaign represents Old Jamaica’s largest ever media spend. The advert will run across a number of high-profile channels, including Channel 4, ITV Digital, 4OD, Five, Five Digital and UKTV.
The advertising campaign will be underpinned with a retailer engagement programme that will see the brand distribute toolkits to key retailers to maximise the reach its media activity.
Old Jamaica will also run a social campaign that challenges their community to Upgrade their Summer with regular competitions, creative content and interactive elements. In addition, a high impact PR campaign will see national and consumer coverage.
“This is the most we have ever spent on media, but it felt like the perfect time to do it,” said Gavin Herbert. “It not only gives us the opportunity to reach out to consumers with something fresh and exciting, but it also helps us engage with retailers.
“All of this, coupled with our product placement in Big Brother, makes it an extremely exciting time for us here at Old Jamaica.”
© FoodBev Media Ltd 2024