A generic campaign for California raisins is under way in key women's press titles supporting peak Christmas baking sales. A second burst of activity across all titles in April aims to capture Easter cake shoppers.
European marketing director Ian Walker said three new press ads would position raisins as a kids or gym-fit snack option as well as an ingredient.
He said the new ads were being rotated in line with recent quantitive research showing strong support for a "sprinkling" strategy for snack advertising. The ad campaign will be supported by instore promos and adverts on Sainsbury trolleys.
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