5 February 2012
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2 November 2009
Princes invests in new phrase of brand campaign
Princes is planning to build on recent brand sales growth with a new advertising campaign investment that will strengthen its position as one of the nation’s favourite brands.
Over 72% of UK households buy the Princes brand, which has seen year-on-year sales growth of 19% at retail selling price [source AC Nielsen MAT 8/8/09].
The brand’s latest advertising investment, which builds on the ‘Yours to Enjoy’ TV and multi-media campaign, will reach more than 16 million adults to communicate the quality and versatility of Princes’ entire product portfolio including ambient fish, meat, vegetables, fruit and fruit juices, sandwich spreads and microwaveable ready meals.
Over £500,000 is being put behind the brand in this burst of the campaign which includes advertising and promotions in consumer magazines and supermarket media as well as PR and in-store support.
Ruth Simpson, marketing director for Princes, said: “The recession has had a real impact on consumer shopping habits. As a result, many people have rediscovered the quality and value of ambient food and drink – a shift that we’re confident can be maintained, based on the quality & enjoyment our products give.
“Sales of Princes products alone have increased 19% at RSP in the past year and the brand is now bought by more than 72% of UK households. Princes’ enduring popularity and reputation for quality, puts us in a strong position to champion the ambient grocery sector.
“This latest campaign will reinforce the simple enjoyment and warmth of the brand and the products with both new and existing consumers.”
Princes’ latest brand support runs until December and is the second wave of the ‘Yours to Enjoy’ campaign, which first launched on TV & in consumer press in 2007. It follows this summer’s ‘Save Tons on Lunch’ on-pack promotion in which Princes issued 10.2 million product coupons on special packs of Warburtons bread.
Princes was voted branded canned goods supplier of the year in April as part of The Grocer’s annual supplier survey. Strong growth in Princes canned fish also saw the Princes become the UK’s second fastest growing brand in The Grocer’s 100 Biggest Brands league.
The advertising has been created by BIG Communications. Media planning and buying for the entire campaign is by Mediaedge:cia.
The in excess of £1bn turnover Princes Group is one of the UK’s leading food and drink companies with over 3,000 employees worldwide. More information at www.princes.co.uk
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Over 72% of UK households buy the Princes brand, which has seen year-on-year sales growth of 19% at retail selling price [source AC Nielsen MAT 8/8/09].
The brand’s latest advertising investment, which builds on the ‘Yours to Enjoy’ TV and multi-media campaign, will reach more than 16 million adults to communicate the quality and versatility of Princes’ entire product portfolio including ambient fish, meat, vegetables, fruit and fruit juices, sandwich spreads and microwaveable ready meals.
Over £500,000 is being put behind the brand in this burst of the campaign which includes advertising and promotions in consumer magazines and supermarket media as well as PR and in-store support.
Ruth Simpson, marketing director for Princes, said: “The recession has had a real impact on consumer shopping habits. As a result, many people have rediscovered the quality and value of ambient food and drink – a shift that we’re confident can be maintained, based on the quality & enjoyment our products give.
“Sales of Princes products alone have increased 19% at RSP in the past year and the brand is now bought by more than 72% of UK households. Princes’ enduring popularity and reputation for quality, puts us in a strong position to champion the ambient grocery sector.
“This latest campaign will reinforce the simple enjoyment and warmth of the brand and the products with both new and existing consumers.”
Princes’ latest brand support runs until December and is the second wave of the ‘Yours to Enjoy’ campaign, which first launched on TV & in consumer press in 2007. It follows this summer’s ‘Save Tons on Lunch’ on-pack promotion in which Princes issued 10.2 million product coupons on special packs of Warburtons bread.
Princes was voted branded canned goods supplier of the year in April as part of The Grocer’s annual supplier survey. Strong growth in Princes canned fish also saw the Princes become the UK’s second fastest growing brand in The Grocer’s 100 Biggest Brands league.
The advertising has been created by BIG Communications. Media planning and buying for the entire campaign is by Mediaedge:cia.
The in excess of £1bn turnover Princes Group is one of the UK’s leading food and drink companies with over 3,000 employees worldwide. More information at www.princes.co.uk
