Unilever has lined up a £7m media value planned marketing investment, new freezers and POS materials, promotions and an innovative range of new products to support the impulse ice cream category in 2017.
From March, Unilever will be launching the Talking Ice Cream marketing campaign to promote its new snacking range, which has an Rrp of 80p in a bid to tap into the under £1 on-the-go snacking opportunity.
The new range, which will include Wall’s Solero Strawberry Smoothie, Feast Sandwich and Wall’s Duo, will be promoted through experiential and sampling activities as well as OOH, online and social media activity. To help retailers capitalise on the increased awareness, Unilever will also be investing in new POS materials to attract consumers in store and will be launching snacking-specific secondary freezers.
In order for retailers to take full advantage of the sales potential ice cream has to offer, Unilever will also be launching a series of season starter promotions, providing new POS kits, cabinet and stock offers.
To ensure Unilever continues to bring innovation to the category, it will also see the launch of new Magnum Double Raspberry and new Magnum Double Coconut.
Noel Clarke, vice president of brand building for refreshments and OOH sales for UK and Ireland at Unilever UK said: “The total ice cream market in the UK is worth over £964m, and we know that ice cream is a footfall generator as well as an impulse purchase. Therefore, as a business, we are committed to helping our partners unlock the sales opportunities the category presents.
“For example, 70% of ice cream purchasers buy other items in store, which is why we are investing significantly in attracting shoppers through OOH communication as well as providing retailers with the right tools in store to help maximise growth potential.
“Our NPD will build on the huge success of last year’s ranges, teamed with new season starter promotions, POS and significant marketing investment – here’s to another sizzling year of sales.”