pladis, the global snacking company behind some of the UK’s most loved and iconic brands, is aiming to dial up modernity and relevance of its £21.1 million[1], premium Carr’s brand, with a significant summer marketing push to inspire impromptu hosting.
Developed to help consumers tackle nervousness around hosting, the £2.5 million Crack On marketing campaign will feature recipe inspiration from new brand ambassador, celebrity chef, Lisa Faulkner, plus a prominent partnership with Deliveroo.
To encourage spontaneous outdoor dining, Carr’s picnics will be made available to consumers in Battersea, London (21st July), Manchester (22nd July) and Cambridge (23rd July) via the Deliveroo app/website, to tuck into with friends and family.
The Crack On campaign will also roll out across social media, PR and sampling activity, plus a packed calendar of summer experiential events, including Pub in the Park which kicks off in Tunbridge Wells on Saturday 8th July and is cited as ‘a celebration of the very best food, drink and music’. It will reach more than 7 million consumers across June, July and August, with a focus on food lovers over the age of 35.
The new campaign comes as the Carr’s brand celebrates another year of being baked with entirely British wheat. This is made possible thanks to pladis’ pioneering Back to Farm scheme, which was introduced in 2013 to support UK farmers and better incentivise them to grow the Group 3 wheats needed for biscuit production on UK soil.
“Our Carr’s brand has long been a must-have component of after dinner cheese boards,” says Leighton Wall, Marketing Director – Savoury, at pladis UK&I. “Now, we’re on a mission to showcase the incredible versatility of these humble crackers and demonstrate that, with Carr’s, hosting friends and family needn’t be a formal event.
“In fact, it’s easier than lots of us might think to throw together a casual, impromptu and delicious spread. This summer, our Crack On campaign will inspire shoppers to get together and enjoy Carr’s during all sorts of social occasions, from spontaneous date nights featuring ricotta and honey-topped Carr’s Table Water biscuits, to last-minute Carr’s Cheese Melts parties.”
The Carr’s Crack On brand campaign will feature a range of products, including Carr’s Table Water biscuits, fast-growing Carr’s Melts (+14.8%[2] YOY) and Carr’s Ciabatta
“In recent years, we’ve successfully repositioned Carr’s as a modern snacking brand that’s suited to all manner of social occasions. And our latest marketing campaign will help us inspire even more shoppers to add Carr’s to their trolleys.”
Consumers within the vicinity of a ‘Deliveroo Editions’ postcode capture areas in the above three locations will be able to order the picnics from a ‘Carr’s restaurant’ page on the Deliveroo website/app. A banner on the Deliveroo homepage will highlight the offering, advertising the promotion and prompting shoppers to click through to purchase a picnic.
[1] Nielsen GB Total Coverage MAT we 28.05.2022
[2] Nielsen GB Total Coverage MAT we 28.05.2022
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