Magazine article Marketing

Bullish Dalgety Boosts Brands

Magazine article Marketing

Bullish Dalgety Boosts Brands

Article excerpt

Golden Wonder's parent firm puts |pounds~10m-plus behind an 'irreverent' marketing programme in a bid to shake up the UK snacks market

Dalgety, the UK's third biggest snacks company and owner of Golden Wonder, is launching the industry's "most intense sales development programme ever".

The move comes as the |pounds~1.5bn market looks poised for a pick-up after two years of low growth and a dearth of new products.

Launched to the trade this week, Dalgety's high-adrenalin "Doing It" campaign encompasses a raft of marketing weapons: distribution, point-of-sale, sales promotion, advertising, product innovation, packaging, and sampling. Four key Dalgety snack brands will benefit -- Golden Wonder Crisps, Nik-Naks, Wotsits and Pots.

Dalgety is in a bullish mood: the company enjoyed a much bigger market share increase in 1992 than either UB-owned KP Foods (key brands: Roysters, Hula Hoops, McCoys, KP Nuts) or Pepsico subsidiary Walker-Smiths Snack Foods (whose brands include Walkers Crisps, Smiths Crisps and Monster Munch, Quavers, Planters Nuts).

Dalgety's share climbed from 11% to 15.5%. This compares with a fall for Pepsico (37.3% to 36.2%) and a nominal increase for KP (37.9% to 38.4%).

To help drive sales both in "impulse outlets" -- otherwise known as CTNs -- and in the major supermarkets, Golden Wonder is to run what it bills as the UK snack market's biggest ever on-pack promotion. At a cost of |pounds~5m (not including a tailored TV and radio campaign), 200 million prizes will be featured in a link-up with Big Breakfast puppets Zig and Zag.

Only 100,000 of these prizes will be "proper" ones (they range from a Mini car to computer games), while the rest will be "off the wall" items like a piece of string or ball of fluff.

This "irreverence" is in keeping, says Golden Wonder, with the target 16 to 24-year-old audience and the TV characters -- although working out the mechanics "has been a nightmare", says Woods. The promo begins next month.

A new national TV campaign, worth |pounds~5m over three months, will support the four main brands. Flagship brand Golden Wonder Crisps, second in the crisps market to Walkers, will also benefit from a new production technique allowing "freshly cooked flavour". This will be flashed on new-look packs from the autumn. …

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