The UK's biggest-spending fmcg brands have upped advertising expenditure in the last year, according to new research produced for The Grocer by Billetts.

The Top 100 fmcg Advertisers increased ad spend by 2.2% in the 12 months to 30 June, despite an estimated 15%-20% fall in the cost of advertising.

While the fmcg sector as a whole slashed advertising outlay by 9% to £966m, more than 50% of the top 100 increased spend and 15 of the top 20. .

The biggest advertiser was Special K, with Kellogg's increasing spend by 8% to £21.6m on the calorie-conscious cereal. Second-placed Müller's spend rose 12.4% to £19.2m, while Coca-Cola, in third, spent £15.9m 21% more than last year.

The largest increase in ad spend was on Stella Artois, with an extra £6.7m taking total investment to £11.2m.

Another big spender was Dairy Crest with its John Lydon-fronted campaign for Country Life, which added £3.7m to the previous year's £2m. Spend rocketed 59.7% in the bread sector, too, with Warburtons and Hovis spending an extra £5.2m between then.

"A recession is the best time to increase spend," said marketing consultant Peter Field. "All the major studies on advertising in economic downturns show the brands that take advantage of a deflated ad market to increase share of voice are the ones to emerge in better shape when the economy picks up."

Brands are also focusing on making their spend work harder. The reduction in TV ad rates had enabled Müller to channel cash into other areas such as outdoor, social media and on-pack promotions, said marketing and R&D director Chris McDonough.

In the meantime, Cadbury defended its decision to almost halve expenditure on Cadbury Dairy Milk to £5.5m. A spokesman said: "The success of the 'eyebrows' and 'gorilla' ads had a lot to do with our online strategy, as well as broadcasts slots."