Crosse & Blackwell is investing an additional £1m to promote its ‘Best of British Soups’ in UK TV and outdoor advertising, as well as in-store promotions.
The activity will launch in November 2014 to make an impact for Crosse & Blackwell at the beginning of the soup season. As well as promoting its range of soups, the campaign will highlight the brand’s commitment to British farming and quality ingredients.
The original £2m campaign in January 2014 saw Crosse & Blackwell back on national TV for the first time in more than a decade. The TV ad was shot in locations that capture the essence of British farming, such as the western edges of the Peak District and the arable farming area of Tarleton in Lancashire, and the cast was comprised solely of real farmers. The TV ad campaign was supported with national radio, press, digital advertising, outdoor six sheets, in-store sampling and in-store promotional activity.
“The activity earlier this year delivered strong results for Crosse & Blackwell,” said marketing director Chris Wright. “In particular, we enjoyed a significant increase in penetration, leading to a strong level of repeat purchase, and saw an increase in overall brand awareness. We have invested almost £3m in marketing in 2014 to promote the Crosse & Blackwell brand focusing on our British provenance, which has helped to re-establish Crosse & Blackwell as a classically British brand that provides great quality and value. It’s this proposition which gives us a real point of difference in the market and one that consumers have bought into.
“Earlier this year, we made a commitment to increase the volume of domestically grown produce we purchase. In addition, we’ll also be continuing our association with the National Farmers Union by sponsoring the NFU annual conference in February.”
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