A new marketing campaign worth £250,000 has been launched by Trex to inspire baking enthusiasts and increase sales through an integrated through the line campaign of on-pack promotion, advertising, live event and PR activity.
First introduced in the 1930s as a dairy free alternative to butter for baking, Trex has launched an on-pack competition to win 1 of 200 weekend breaks at Brompton Cookery School in the heart of Shropshire. A further 4,000 afternoon teas for two at one of 20 locations nationwide are also available.
A series of targeted advertisements across specialist food and lifestyle media will launch in early September to announce the release of the 2013 Trex calendar. Consumers can register online for a free 2013 calendar, which features brand new Trex recipes, tips and baking inspiration and contains money off coupons to be redeemed on purchase of a Trex pack.
Trex is also hosting live demonstrations and sampling at The Cake and Bake Show at Earls Court on 22 to 23 September – the UK’s first live event inaugural to the world of cakes and baking.
In volume terms, Trex is the fastest growing brand in the baking fats category year to date, and continues to perform ahead of the market with a growth +3.1%. 2012 looks set to be a particularly strong year for the brand with a planned NPD launch and in-store promotional activity.