To help the grocery retail sector in the south west capitalise on a busy summer holiday period, Burts Snacks – one of the country’s leading independent producers of premium snacks – has announced a seven-figure marketing drive, its first campaign in nearly a decade.
Last year more than 9m people visited the south west over the summer and that number is expected to be even higher this year thanks to a boom in staycationing. As stores prepare for the increase in footfall, Burts is aiming to raise awareness of its range of hand cooked crisps that are produced using locally sourced ingredients.
The company, which manufacturers products in Plymouth, will also reaffirm its commitment to the great south west countryside and coastline through the new ‘So Burts it Hurts’ campaign. Capturing the spirit of what it means to be British, the new campaign positions Burts’ hand cooked crisps as a hardy and delicious reward after a day spent enjoying the great outdoors.
The integrated £1m communications activity includes advertising that will appear on large format outdoor posters across the south west region, complemented by targeted digital activity running across multiple social media channels. The campaign will feature imagery of rugged landscapes across Devon and Cornwall, as well as its most popular flavours – including Sea Salt which now features the RNLI’s branding as part of a recently announced partnership.
Burts believes its new campaign will resonate well among those living and visiting the region, with three in five consumers claiming the south west’s beaches make it the most popular place for staycations, followed by its walking routes, preferable weather and heritage, as well as its food and drink.
Dave McNulty, Managing Director of Burts Snacks, commented: “With tourism to the south west expected to surge, snacks will play an important role in helping the region’s grocery retail sector increase its sales over the summer. And this new marketing campaign will put Burts’ front of mind, so there is no better time to stock our crisps.
“We are extremely proud of our Devon heritage and all that it offers; there truly is no better way to enjoy the great outdoors than with a real-deal, hardy and delicious Burts crisp.”
Burts range of premium, hand-cooked crisps are available in 40g and 150g packs, in a variety of flavours including Sea Salt, Sea Salt & Malt Vinegar, Devon Roast Beef, Mature Cheddar and Spring Onion, Firecracker Lobster, Sweet Chilli and many more.