Masterfoods has earmarked a £16m marketing spend for its burgeoning Galaxy confectionery range.
The brand now contains no fewer than 80 different products across 10 categories, including drinks, chilled desserts, ice cream and, of course, confectionery, but it is only the latter of these which will directly benefit from new TV advertising being aired for the first time tomorrow (March 23).
The ad will bring Galaxy back to screens for the first time in three years and comes on the back of it climbing to second place in the confectionery section of The Grocer's last annual Top Products Survey (December 14, 2002) with a value of £127m. The brand's meteoric climb, from 10th place in the previous survey, was partly due to a raft of brand extensions and the addition of established favourites such as Minstrels and Ripple going under the Galaxy banner.
Consumer offers are also planned as part of this year's marketing budget.
Spokeswoman Sam McElligott said: "Galaxy is an important product in the Masterfoods confectionery range.
"It has not been on air for three years so we expect this new campaign to cause a real stir."