29 July 2010
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17 September 2009
Crisp 'n Dry splashes £1m on new campaign
Crisp ‘n Dry, the iconic cooking oil brand, is putting £1m behind a new marketing campaign in the run up to Christmas.
It signals a new era for Crisp 'n Dry as it swaps the kitchen towel test for a new brand positioning based on ensuring that food is cooked to perfection.
The campaign, which kicks off in September across national consumer press, supports a label redesign which will change seasonally to communicate the variety of cooking styles and uses for Crisp 'n Dry.
Neil Brownbill, marketing director for Crisp 'n Dry, said: "Crisp 'n Dry is famous for frying but its uses go way beyond cooking chips and other deep fried food. Our new campaign gets this message across and is targeted at introducing new users to the brand by showing its quality and versatility. We expect the campaign will drive value into the category by encouraging lapsed users to rediscover the brand.”
In total the campaign will reach almost 14 million adults.* Five creative advertising executions will be featured including fish, chicken, roast vegetables, roast potatoes and chips cooked using Crisp 'n Dry spray oil.
Crisp 'n Dry is the UK's number one cooking oil brand with sales growing at 13% year on year in terms of volume. Crisp ‘n Dry oil is made using 100% rapeseed oil, which has one of the lowest saturated fat levels of any cooking or olive oil.
ENDS
All data is Nielsen Scantrack 52 w/e 11/07/09 unless otherwise stated.
* Source: Mediaedge:cia
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It signals a new era for Crisp 'n Dry as it swaps the kitchen towel test for a new brand positioning based on ensuring that food is cooked to perfection.
The campaign, which kicks off in September across national consumer press, supports a label redesign which will change seasonally to communicate the variety of cooking styles and uses for Crisp 'n Dry.
Neil Brownbill, marketing director for Crisp 'n Dry, said: "Crisp 'n Dry is famous for frying but its uses go way beyond cooking chips and other deep fried food. Our new campaign gets this message across and is targeted at introducing new users to the brand by showing its quality and versatility. We expect the campaign will drive value into the category by encouraging lapsed users to rediscover the brand.”
In total the campaign will reach almost 14 million adults.* Five creative advertising executions will be featured including fish, chicken, roast vegetables, roast potatoes and chips cooked using Crisp 'n Dry spray oil.
Crisp 'n Dry is the UK's number one cooking oil brand with sales growing at 13% year on year in terms of volume. Crisp ‘n Dry oil is made using 100% rapeseed oil, which has one of the lowest saturated fat levels of any cooking or olive oil.
ENDS
All data is Nielsen Scantrack 52 w/e 11/07/09 unless otherwise stated.
* Source: Mediaedge:cia
