M&M’s plans to take a bigger chunk of the bitesize market with a £3.3m spend on TV advertising, new packaging and an exclusive sponsorship deal. The activity targets 16-34-year-olds to portray M&M’s as a brand to share with friends. The six-ad TV campaign, which breaks this month, focuses on M&M’s peanuts.

The sponsorship deal is of MTV’s Cribs show and will run across 312 programmes over six months. It will also include sponsorship of the new MTV Footballers’ Cribs show.

Finally, the new packaging features a uniform brand flag across all varieties and there will be 2.6 million sample packs featuring a ‘text to win’ competition.

Masterfoods’ trade relations manager Andrea Taylor says: “The M&M’s brand has grown by 91% in the past five years and the new packaging and marketing campaign will take the product range from strength to strength.”

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