UK food group Princes has devised a GBP1.6m (US$2.5m) advertising campaign across its portfolio to push its 'Yours to Enjoy' brand message.
The campaign, which launches this month, aims to promote the "different usage occasions, seasonal recipe inspiration and the health benefits" of Princes' ambient food and drink portfolio.
The activity runs to January 2013 and will predominantly target a female audience through magazine advertising and promotions, online, PR and in-store activity.
Last month, Princes launched a range of "on-the-go" tuna salads in a bid to "invigorate" the added-value tuna sector in the UK.
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PRINCES LAUNCHES £1.6 MILLION ADVERTISING CAMPAIGN
Princes food and drink group is continuing its investment in the Princes brand this year with a £1.6 million seven month integrated advertising campaign which launches this month.
The above-the-line activity extends Princes' ‘Yours to Enjoy' brand message which was first launched five years ago and promotes the different usage occasions, seasonal recipe inspiration and the health benefits of Princes' ambient food and drink products.
The campaign, which begins this month and runs until January 2013, will target a predominantly female consumer through advertising and promotions in consumer magazines. It will also be supported through online, PR and in-store activity.
Creative executions have been developed to promote Princes' branded fish, meat, fruit and juice products, as well as its recently-launched Complete Meals for One range.
Neil Brownbill, marketing director for Princes, said: "As one of the UK's leading ambient and canned food brands, with household penetration of more than 70 per cent*, Princes is in a strong position to champion and promote the ambient category. The campaign aims to inform and inspire consumers about the benefits of ambient food and drink through simple and engaging serving suggestions and recipes inspired by seasonal trends."
The campaign focuses on key seasonal sales periods for ambient products, breaking with Princes juice and fruit executions which focus on fresh, healthy summer eating and drinking occasions.
It then builds during back-to-school season in September to focus on Princes microwavable Complete Meals for One that are targeted at time-pressured families. It also supports Princes meat products with seasonal winter warmer executions promoting products including corned beef and hot dogs in the run up to Bonfire Night.
Winter and New Year executions focus on Princes' fish range and include healthy and inspiring recipes and serving suggestions tailored around key selling periods - autumn is focused on driving additional consumption for tuna, Christmas supports the seasonal sales volume drive on salmon and in the New Year the healthy omega 3 message featuring mackerel is communicated when consumers are looking to actively improve their diet.
All of the adverts feature QR codes which take consumers to recipes and competitions at www.princes.co.uk.
The Princes campaign has been created by advertising agency BIG Communications. Media planning and buying is being led by MEC Manchester.
