• Category giant Dolmio splashed out £10.5m advertising its ambient ranges, more than double the previous year’s budget. Most, 75.8%, was spent on above-the-line primetime TV. Yet neither this or an increase in promo spend could stop sales falling.
  • Loyd Grossman invested just over a 10th Dolmio’s total. Despite the botulism scare of November 2011, owner Premier Foods cut spend by just over a third. It splashed the entire budget on the Share a Lifetime’s Passion campaign on TV. Sales were up marginally.
  • Sacla’ also cut its ad budget by a third. It spent £95,612, exclusively on press ads. Sales fell.
  • Napolina increased its relatively modest budget by 45%. Like Sacla’ and fifth-placed Seriously Good, it plumped for press ads. But this had no impact on sales.