Instant snack brand Mug Shot is stirring things up with a new £1M marketing campaign which will target a core audience of women office workers and busy stay at home mums from 29 May 2018. The campaign, titled ‘Stir Things Up With a Mug Shot”, will run until the end of June.

Using Mug Shot’s well established light hearted and humorous brand personality, the campaign will sit across a variety of channels including TV and Radio advertising, out of home, digital, social media, shopper marketing and PR.

The first of two hilarious TV ads will be shown at 19.15 on 29 May during Emmerdale. A number of additional high profile TV slots including Britain’s Got Talent have also been secured.

Two scripts have been developed for radio. Social media advertising will target Facebook and Instagram users and an out of home digital six sheet campaign will be displayed at key retail sites.

\ Owned by branded food manufacturer Symington’s, Mug Shot is available in 18 mugalicious flavours including Roast Chicken, Tomato & Herb, Sweet & Sour and Butternut Squash. Each of the flavours is great tasting, low in fat and ready in under five minutes. This combination of taste, convenience and health credentials make Mug Shot perfect for those looking for a tasty, guilt free snack.

Mike Benton, Head of Snacking Business Unit at brand owners Symington’s, commented: “Mug Shot has enjoyed a really strong performance and is currently worth an impressive £45m. With this £1M investment, we’re looking to grow brand awareness and national penetration through targeting key work and home occasions.

“The ultimate ambition for Mug Shot is to become the number one instant snack choice and we’re confident that this new campaign will help us achieve this goal. Being on TV is hugely exciting for any brand, and we’re looking forward to seeing the results in the coming months. The creative team have really captured the essence of the brand and with a great programme of additional support planned, we’re sure the campaign will resonate with our core target audience.”

Mug Shot has been a consistent performer for Symington’s and is the number one brand amongst the company’s portfolio which includes Naked Noodle, ilumi, Chicken tonight and Ragu. Mug Shot has a number of exciting initiatives planned once the campaign has run its course, including limited edition flavours, PR and social campaigns and influencer outreach.


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