Magazine article Marketing

Cadbury Freezes All Ads amid Salmonella Scare

Magazine article Marketing

Cadbury Freezes All Ads amid Salmonella Scare

Article excerpt

Cadbury has pulled its high-profile sponsorship of ITV's Coronation Street until further notice and put its advertising plans on ice after recalling more than 1m chocolate bars due to fears of salmonella contamination.

According to insiders, the company initially wanted to replace the idents, which it uses to promote products across its range, with a message designed to 'reassure' consumers. However, Ofcom rules would not permit it.

Cadbury's sponsorship of Coronation Street is the biggest deal of its type, worth u10m a year. It accounts for more than half of the company's media spend, and was recently used to promote the launch of its Creme Egg bars, in support of TV ads.

The ads have also been pulled, even though the brand was not affected by the salmonella contamination scare and has not been recalled from retailers. 'This is a short-term measure in the light of the current issue,' said a Cadbury spokesman.

In contrast, British Airways, which last week became embroiled in a price-fixing investigation by the Office of Fair Trading in the UK and the Department of Justice in the US, is continuing to run executions for its short-haul fares, with the company claiming it was 'business as usual'. …

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