NEWS: Trebor to treble sweet ad spend

Confectioner Trebor Bassett is planning to treble its advertising spend next year to around pounds 12m and put an emphasis on sales promotions campaigns.

Confectioner Trebor Bassett is planning to treble its advertising spend

next year to around pounds 12m and put an emphasis on sales promotions


It is also revising its approach to sales promotions, focusing on

different campaigns for particular consumer groups, rather than one

campaign devised around a particular brand.

‘We took a step back and realised that consumers don’t go into a shop

looking for a particular type of sweet,’ explained Trebor Bassett

marketing director Bruce Burnett. ‘They have a portfolio of brands that

can be identified with their age group.’

Previously, the company would typically run a promotion on all its fruit

sweets with one piece of activity. This would have to appeal to consumer

groups from children to adult-impulse, covering brands from Fruitangs to

Maynards Wine Gums.

From January, promotions will be designed around one of four groups:

children, youth, adult-impulse, and family. A single theme will unite

them to increase awareness. Burnett plans to spend a higher proportion

of the ad budget on supporting promotions.

The new emphasis on below- the-line work will kick off early next year

with promotions linked to the new Warner Bros film, Space Jam.

The film, a part live-action, part animation basketball story starring

Michael Jordan and Bill Murray, will be linked to Trebor’s children’s

brands Bassett’s Jelly Babies and Bassett’s Dolly Mixtures. Space Jam

miniature figures will be given away via an on-pack instant win device.

In February, Space Jam promotions will feature on youth and adult

brands. The youth promotion will link with footwear brand Converse.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers