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.