United Biscuits ups spend

08 January, 2010

United Biscuits is upping its marketing investment by 40% in the first three months of 2010?, with 12 of its key brands being advertised on TV.

Plans include attempting to set a new world record for the most people hula-hooping in different locations at the same time, as part of a £1 million ad campaign for Hula Hoops.

The partnership with Sport? Relief will see 16 Hula Hoops Hoopathons taking place across the UK on March 21, with hula-hooping celebrities enlisted to maximise exposure of the campaign.

Promotional Sport Relief packs will also feature United’s pledge to donate £1 every time consumers give money to the campaign via text or online using the barcode on each pack.

For McCoy’s, United is introducing a Bacon Sizzler pack (rrp 55p) and a Sizzling King Prawn multipack (rrp £1.79). It will be reducing the brand’s saturated fat content by a further 30%.

The Phileas Fogg range will be expanded with the roll-out of Salt & Mexican Lime tortillas and Mediterranean Sea Salt crisps (rrp £1.65), and a £2 million TV ad will air in February.

McVitie’s will also be on TV in February with a £1 million campaign communicating the brand’s further 50% reduction in saturated fat?.

March sees the launch of McVitie’s Dunk or Not? on-?pack promotion, with daily prizes of Nintendo DSIs, iPods and e-book readers, and a £1.5 million marketing campaign including TV and digital ads.

Go ahead! will benefit from having all its artificial colours and flavours removed this month and the launch of Crispy Slices Cherry six-pack (rrp £1.45).

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