Magazine article Marketing

United Biscuits Boosts Brands Spend to Pounds 44m

Magazine article Marketing

United Biscuits Boosts Brands Spend to Pounds 44m

Article excerpt

United Biscuits is increasing marketing investment in its brands by 30% to pounds 44m this year as part of a strategy for growth across its biscuits and snacks portfolio. The investment, its biggest to date, follows the merger of United Biscuits, McVitie's and KP snacks last year.

Crisp brands Hula Hoops and The Real McCoy's look set to take a big share of the spend, benefiting from a combined investment of pounds 10m.

Hula Hoops is receiving pounds 6.5m to raise awareness of innovations launching this year, as it seeks to increase pressure on market leaders Walkers and Pringles, the top two brands in the bagged snacks category.

Activity includes a revised method of flavouring the crisps, dubbed the 'Inside and out' system. It aims to give a more intense flavour throughout the pack, which will carry a 'Now even tastier' flash.

To support the innovation, Hula Hoops is launching a TV campaign with the strapline 'You coming in or what?'. The ads are expected to break in February and mark the end of Hula Hoops' previous campaign featuring hapless nerd Steve Threlfall. …

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