Bangers have been making a bigger bang in the world of meat advertising, with Wall’s sausages far outstripping beef and lamb in the four weeks to 30 November.
While meat advertising overall is down 32% on 2007 levels this year, in November it was up 34% year-on-year across TV and press. In the four weeks ending 30 November, fresh meat producers spent a combined total of £640,000 on advertising. The main reason for the increase is a new campaign from Wall’s to promote the repackaging and relaunch of its pork sausages, but it has been a heavy promoter all year. So far this year it has spent almost £1.5m on TV and press, with only Peperami spending more at £1.7m, though its spend in November was zero.
Wall’s latest TV campaign was first aired on 4 October and has four 20-second creatives around the same theme. Its Two Best Bits campaign tells shoppers that their sausages contain only the two best cuts of pork.
They do so by showing only the two best bits of various everyday situations. One is a wedding video with only the kiss and a relative dancing drunkenly on a table. Another shows the unveiling and subsequent demolition of some high-rise flats. Their press ads continue the theme, showing, in one copy, a safari park signpost, which has signs only for lions and tigers.
Each of the ads endeavours to make us smile, and each one brings with it a certain nostalgia – spot on for a brand with heritage. Meanwhile, the meat marketing bodies of England, Wales, New Zealand and Quality Standard Mark Meat Matters have between them more than halved their advertising investment in 2008.
Eblex has dropped TV from its schedule but retains the Lamby and Beefy characters from its broadcast ads earlier in the year. They now feature in press ads in some quality dailies as well as women’s weeklies and monthlies.
Quality Meat Scotland is using a more traditional creative treatment in the Scottish press, with a Great Quality of Life theme featuring a handsome farmer.
The Irish pork dioxin crisis that broke on 1 December appears to have had no effect on meat sales in the UK, and Wall’s stressed it was entirely unaffected. However, it may cause jitters among meat bosses, and lead to them driving up marketing spends in 2009.
While meat advertising overall is down 32% on 2007 levels this year, in November it was up 34% year-on-year across TV and press. In the four weeks ending 30 November, fresh meat producers spent a combined total of £640,000 on advertising. The main reason for the increase is a new campaign from Wall’s to promote the repackaging and relaunch of its pork sausages, but it has been a heavy promoter all year. So far this year it has spent almost £1.5m on TV and press, with only Peperami spending more at £1.7m, though its spend in November was zero.
Wall’s latest TV campaign was first aired on 4 October and has four 20-second creatives around the same theme. Its Two Best Bits campaign tells shoppers that their sausages contain only the two best cuts of pork.
They do so by showing only the two best bits of various everyday situations. One is a wedding video with only the kiss and a relative dancing drunkenly on a table. Another shows the unveiling and subsequent demolition of some high-rise flats. Their press ads continue the theme, showing, in one copy, a safari park signpost, which has signs only for lions and tigers.
Each of the ads endeavours to make us smile, and each one brings with it a certain nostalgia – spot on for a brand with heritage. Meanwhile, the meat marketing bodies of England, Wales, New Zealand and Quality Standard Mark Meat Matters have between them more than halved their advertising investment in 2008.
Eblex has dropped TV from its schedule but retains the Lamby and Beefy characters from its broadcast ads earlier in the year. They now feature in press ads in some quality dailies as well as women’s weeklies and monthlies.
Quality Meat Scotland is using a more traditional creative treatment in the Scottish press, with a Great Quality of Life theme featuring a handsome farmer.
The Irish pork dioxin crisis that broke on 1 December appears to have had no effect on meat sales in the UK, and Wall’s stressed it was entirely unaffected. However, it may cause jitters among meat bosses, and lead to them driving up marketing spends in 2009.
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