29 Jan 2008


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Cadbury Crunchie “Friday Feeling” ads hit the airwaves again

Cadbury Trebor Bassett

Crunchie

advertising campaigns

confectionery

Source : Cadbury Trebor Bassett
Cadbury Trebor Bassett (CTB), the UK's No.1 confectionery manufacturer, will be exciting the nation again with that 'Friday Feeling'.

Crunchie advert

Cadbury Crunchie's TV advertising is hitting screens from 7 February 2008. The iconic rollercoaster advert which aired in 2002 will appear as ten second and 30 second clips throughout February.

This February begins and ends on a Friday, and with five Friday's in one month, it's the best time to encourage consumers to get that extra special Crunchie 'Friday feeling'.

The light hearted Crunchie bar is not only one of the top 10 selling chocolate bars in the UK , but a reader survey by The Sun also voted it one of Britain's top 10 favourite chocolate bars.

CTB will be backing the brand, originally launched in 1929, with a huge £1.5m campaign throughout February.

The last time the rollercoaster advert appeared on TV, sales of Crunchie increased by +15.3% . The campaign will remind 25-34 year old consumers about the Crunchie they grew up with and is expected to drive trial amongst 16-24 year olds.

To coincide with Crunchie being back on TV, Crunchie will have a presence in The Sun throughout February.

The Sun newspaper will be giving away a free Crunchie bar to readers on 8 February through a voucher found inside the paper, to drive more consumers in store to trial the chocolate.

To take advantage of this offer, consumers need to give their local retailer the free bar coupon within one week. The retailer needs to send off all coupons redeemed during the one week promotional period to Valassis to redeem the 44p RRP. All retailers will have three months to redeem their coupons.

Crunchie also has a new website (www.getthatfridayfeeling.com) that contains; a count down to Friday, Friday feeling play list, competitions and games. This is also expected to get consumers excited about the Crunchie brand.

In addition to the TV campaign, activity in The Sun and the new website, for the first time 70 Crunchie branded taxis will appear in four major UK cities. Branded taxis across London, Manchester, Birmingham and Edinburgh will offer free snack size bars to passengers on Thursdays starting on 14 February for three weeks.

Free taxi rides between 4pm and 8pm will also be available every Friday during the month of February starting on 8 February and are expected to keep the brand at the front of consumers' minds.

To activate the campaign in store, CTB is offering specific POS including: wobblers, presenter kits, posters, hanging cards and dumpbin stick on posters. Retailers can look out for a number of promotions taking place across various cash and carry and wholesale depots.

Kate Harding, Trade Communications Manager, at CTB comments: “The Crunchie bar is one of the top ten selling chocolate bars in the UK. It is currently in 19% growth. Bringing back the popular 'Friday Feeling' campaign is set to reignite the interest of former Crunchie fans and attract new shoppers to purchase the brand.

“With a bonus Friday this February, it's the perfect time to support the new campaign and to encourage consumers to get excited about Crunchie again. The most recent extra Friday in the UK was back in the 1980s when the 'Friday Feeling' campaign first hit screens.

“For retailers this is a great opportunity to bring that 'Friday Feeling' alive in their stores. Last time the Rollercoaster advert was on TV, sales increased by +15.3% , so retailers should look out for deals at their local cash and carries and expect increased demand in store.”

For POS or more information about Crunchie, please call the Cadbury Trebor Bassett hotline on 0870 191 7343.

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