Exclusive Mary Carmichael Kerry Foods has earmarked a meaty £4m to back the relaunch of its Wall's sausages and bacon. The spend includes updated packaging, sampling, promotions and a humorous ad campaign that positions Wall's as the brand people want most. "The marketing tells consumers about products aimed at them," said marketing controller Toby Langton. "And focuses on the obsessional, irrational behaviour they inspire." The campaign kicks off on Thursday (January 31) with posters, followed by press ads in women's, family and health-oriented titles. Ads in March and April will target young men and feature Wall's microwaveable sausage. New packaging hit shelves this week and has a simplified design, featuring the product and a bigger logo. For six weeks, packs will be flashed with a money back taste guarantee'. Sampling activity focusing on the standard sausage and bacon range will run from April to summer instore and at targeted events such as football and rugby matches and music events. The company, which has grabbed a foothold in the premier sausage sector with this week's acquisition of the Porkinson brand (due to be finalised on March 3), is also spending £1.1m on its Richmond brand with a press presence throughout the year and an on-pack promotion to win a new Mini around St Patrick's Day. {{P&P }}

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