Aunt Bessie's is planning a big push for its frozen pancakes in the run up to Shrove Tuesday (March 4) as part of a £3m brand support programme.
Activity targets housewives with children and will take the form of TV advertising during GMTV and sampling sessions at flagship stores. A radio campaign and tailored price promotions will add support.
Marketing will stretch into the summer and autumn in a bid to extend pancakes into other eating occasions. Promotions include link-save deals with complementary products such as ice cream, and a competition to win a winter holiday.
Lindsay Harris, marketing controller for brand owner Tryton Foods, said the products, which can be microwaved or pan-fried, were aimed at consumers wanting convenience.