Burton’s Biscuit Company is set to take Fish ‘n’ Chips, the fastest-growing biscuit in the impulse channel*1, to the top of the table by teaming up with talkSPORT, the world’s biggest sports radio station, in a six month sponsorship.
Fish ‘n Chips, which launched in early 2014 and has already reached annual sales in excess of £14 million*2, with growth of £8 million in the last 12 months*2, will feature in two of talkSPORT’s weekday shows.
The award-winning brand will feature on Colin Murray and Friends, the Tuesday quiz which has fun tackling the day’s biggest sporting issues, and the Hawksbee & Jacobs Friday Fools’ Panel which takes a quirky look at the world of sport, with celebrity guests from showbiz, comedy and sport.
The partnership, which runs from August to January 2016, includes an online takeover of the talkSPORT website plus extensive social media activity, including promotion of the hashtag #chipchat.
The campaign will reach over 37 million men aged 18 – 34 and, with a high proportion of the station’s audience being made up of male listeners, is ideally suited to the brand’s significant male customer base.
“This is a highly targeted sponsorship that’s going to engage millions of sports fans repeatedly over many months, linking to two really popular shows that both have a huge, loyal following,” says David Costello, Burton’s Biscuit Company’s Head of Customer Category Management.
The talkSPORT sponsorship will be supported by 6-sheet and petrol pump advertising in early September, targeting people on the move who account for a high proportion of Fish ‘n’ Chips consumers.
“The talkSPORT partnership and advertising will accelerate demand for a standout product that has taken the savoury biscuits market by storm,” adds Costello. “The combination of really distinctive chip shop flavours and bold newspaper-style packaging is a real point of difference for Burton’s Fish ‘n’ Chips vs. all other savoury snacks, backed by marketing support that really enthuses consumers.”
The Burton’s Fish ‘n Chips range comprises three flavours – Salt ‘n’ Vinegar, Pickled Onion and Curry Sauce. Originally popular in the 1980s, the brand was introduced in early 2014 due to overwhelming trade and consumerdemand, having topped a poll in The Sun newspaper naming Fish ‘n’ Chips as the snack brand that consumers were most keen to see return to the fixture.
* 1 Nielsen 26 weeks to 23 May 2015
*2 Nielsen data 18 July, 2014
Burton’s Biscuit Company