Cranberry specialist Ocean Spray is investing in its Craisins® dried cranberries range with a major support programme led by national TV advertising.
The six week TV campaign, which kicked off in October, features a five second Craisins® dried cranberries tag at the end of the Ocean Spray® Cranberry Classic® juice drink commercial and will reach 80% of housewives with children. The campaign marks Craisins® dried cranberries first ever appearance on UK TV screens.
Supporting the TV burst is a ‘Try Me Free’ promotion on 150g packs of Craisins® dried cranberries which will be carried on 700,000 Ocean Spray® juice cartons from November. This will be followed by ‘near store’ sampling in 100 stores before Christmas. In addition all key multiple retailers will carry a price promotion offering 150g Craisins® dried cranberries packs for a £1 with off shelf merchandising units planned to give greater prominence to the price deal in store. A series of consumer competitions will appear in mainstream women’s magazines over the next six months supporting Craisins® dried cranberries as part of an Ocean Spray® portfolio push.
Ocean Spray is the largest dried cranberry brand with a 19% share of the growing £259 million dried fruit sector, up +3.4% in value from 2011*. The dried cranberry sector is worth over £5 million and is growing, up +4.4% in value yoy**. The Craisins® dried cranberries range was re-launched last year with a new look and three pack sizes, 25g, 150g and 250g. Chocolate coated Craisins® dried cranberries were also added to the range, available in 75g packs.
Tara Levine, EMEA Managing Director, Ocean Spray International Services (UK) Ltd said: “We’ve put a considerable amount of investment into our Craisins® range in recent times and expanded our product range to better reflect consumers’ snacking preferences. The brand is performing strongly with recent gains in distribution and volume sales. Now we’re driving awareness and trial of the core range through a strong package of national support during the autumn and up to Christmas when traditionally the demand for cranberry, in all formats, increases.”
Ocean Spray Craisins® dried cranberries are available in the following case sizes:
20x25g Craisins® dried cranberries / 8x150g Craisins® dried cranberries / 6x250g Craisins® dried cranberries / 12x75g Chocolate Coated Craisins® dried cranberries
* ** IRI 52 we 9 Jun 12
Humdinger Ltd
Tel: 01482 625790
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