Rowntrees is launching the brand’s first ever masterbrand media campaign. The £5.6m campaign will showcase the full Rowntrees range of Fruit Pastilles, Fruit Gums, Randoms, Jelly Tots and Tooty Frooties, and will feature new TV advertising as well as video on demand and digital advertising (including the social media channels Facebook, Instagram and Twitter).
The new TV ad focuses on the imaginary factory worlds in which the Rowntrees sweets are made. They hero the playfulness, craft and care that goes into making a Rowntrees sweet. The first burst will run throughout April and May, with the second burst running from July to October.
It is estimated the campaign will reach 85% of the UK population, which is 51 million people.
Another piece of activity for Rowntrees is moving the entire range of hanging bags to a sharing pouch format.
Rowntree said the move provided many benefits to consumers and retailers. For consumers the sharing pouches are easy to open, they can be resealed using the ‘on pouch’ sticker and the bags themselves can stand which makes them easier for sharing with friends and family. The perception of quality of the product is also higher based on the change in format and the new matte finish to the packaging. The standing bags are designed to generate better on shelf visibility, therefore it is anticipated that retailers will benefit from both increased trial and repeat purchases resulting in incremental sales and profits.
For a limited time the Rowntrees Randoms sharing pouch has moved from 120g to 150g while retaining its £1 price mark. The pouch will also feature a 25% extra flash on pack highlighting the change and representing increased value for money to consumers.
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