With the line ‘Cheddar so precious you won’t want to waste a crumb’, the new creative will appear in UK press from 15 August. Tickler is the fastest growing extra mature Cheddar based on recent sales.
The new ad campaign features three distinct creatives, featuring fictional characters who show their desire for Tickler by bartering a crumb of the tasty Cheddar for various high value items, which they then barter for a whole new pack of Tickler. The total spend behind the marketing push is £1m across an integrated marketing campaign.
This is part of a wider strategy to promote Tickler. The adverts will run in titles hitting the key target audience, including Observer Food Monthly, Waitrose Kitchen, Sainsbury’s Magazine and BBC Good Food, as well as broadsheet weekend magazines.
Hamish Renton, marketing director, said: “This is the largest single marketing investment in Milk Link’s history and marks our huge confidence that Tickler really delivers for consumers. Tickler brings something unique, distinctive and value-adding to the category, reflected in our new advertising creative which is a breath of fresh air compared with the dull and cliched advertising of other cheese brands in the market.
“Based on recent sales, we know Tickler is the fastest growing extra mature Cheddar brand, and real ‘foodies’ know it too. We’re saying that there are a lot of run-of-the-mill Cheddars out there.”
Source: Milk Link
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