"We have been focusing more on above-the-line spend, rather than in-store promotions, for Vitality," says CEO Gharry Eccles.
In April, Müller Vitality kicked off a £2m TV campaign starring Joanna Lumley. Danone's overall spend remained almost unchanged. Actimel saw a 28.5% drop in budget, but this was more than counter-balanced by the rise in Activia's budget.
Some of the most dramatic changes in spend came from GSK's Lucozade brands. Spend was up 380% for Sport, at £2.1m, with spending on Energy up more than 25%, Alert up 132% and only the core brand down, by 74%.
Total spend was up more than 36%. GSK last month kicked off advertising for a host of new launches, including Lucozade Sport Lite and a Pro Muscle protein bar, while Lucozade Sport is set to be supported by the £15m Fuelling England's Roar campaign - the biggest-single marketing and promotional campaign by the brand.
Focus On Functional Foods