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

campaigns.



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.



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