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Advertising Comeback For Jamie With Young's Seafood Range
Jamie Oliver will make his advertising comeback with a new campaign to promote his Young’s Seafood range.
The new advert is the first time the Jamie Oliver by Young’s range has appeared on TV since its launch back in August 2011.
The campaign debuted on Young’s Facebook page before hitting screens across the nation this week.
The ad will feature Jamie himself cooking in freezing cold conditions.
He is shown frozen into a block of ice at the mercy of a polar bear, and carries the two word strapline: ‘Jamie. Frozen.’
Young’s marketing director Natasha Gladman said: “The range was continuing to grow and re-shape the frozen fish sector by attracting new customers.
“The range is really helping to change perceptions of what the category can offer, and the new fishcake products within the 12-strong range have already grown the frozen fishcake category by a third.”
Jamie Oliver said: “I’m thrilled that we’ve won over thousands of families and won over all these new frozen fish fans.”
The range is available in Tesco, Asda, Sainsbury’s, Morrisons, The Co-operative, Waitrose and Ocado.
Market leader Heinz Beanz is back on screens in the New Year with its ‘magic beans’ Jack and the Beanstalk TV advert.
The campaign aims to drive sales by highlighting that three tablespoons of Heinz Beanz contain one of your five a day.
The advert is back on air now for 4 weeks and ends with the strap line: ‘for truly magic beans, IT HAS TO BE HEINZ’. The end frame features the can, which includes a green keystone promoting the one of your five a day message.
Since it was first aired, the advert has been charted as one of most memorable to feature in the Nielsen TV Brand Effect Survey, which measures the percentage of viewers who can remember the storyline or brand of an advert within 24 hours of viewing it. Not only has the advert generated greater awareness among consumers about the one of your five a day message, but there has been a significant increase in the claimed frequency that consumers are consuming Heinz Beanz.
Weight Watchers Put Their Pounds Into Home & Away Sponsorship Deal
Weight Watchers from Heinz, the No. 1 Frozen Ready Meal brand, is supporting the brand in a multi-million pound media deal, which aims to drive awareness and sales of the Weight Watchers from Heinz range.
By sponsoring the programme ‘Home & Away’, the brand will reach up to 22 million viewers a year with idents on the prime-time 6.30pm and 1.15pm slots on Channel 5, as well as repeats on Channel 5+1 and 5*, which together feature 6 episodes a day.
Running from 16 January until 5 August, the idents promote a ‘Feel Good’ factor around the Weight Watchers from Heinz range and the support it provides consumers in managing their weight. The idents associate the modern brand with fun, charming, colourful and positive memories - as well as Weight Watchers from Heinz’s role in everyday weight management.
Predominately targeting women, the brand focuses on the options that are available for consumers throughout the week, with a different meal featured each day in the sponsorship to demonstrate the variety in the Weight Watchers from Heinz range:
• Weight Watchers from Heinz Chicken in White Wine and Pasta with green beans on Mondays • Weight Watchers from Heinz Hearty Vegetable Broth Soup on Tuesdays • Weight Watchers from Heinz Mushroom Rigatoni on Wednesdays • Weight Watchers from Heinz Sweet & Sour Chicken with Rice on Thursdays • Weight Watchers from Heinz Salmon & Broccoli Wedges on Fridays • Weight Watchers from Heinz Beef & Red Wine Casserole with potatoes on Saturdays
The sponsorship includes a 15 second ident at the beginning of the programme, with 5 seconds both into and back from the break, as well as 10 seconds at the end of the programme. With such high visibility, Weight Watchers from Heinz hopes to drive regular purchase of the brand among consumers. The end frame reads: “Weight Watchers from Heinz sponsors Home and Away”.
In addition, Weight Watchers from Heinz is working with media partner Northern & Shell, as part of an integrated campaign, to reinforce its sponsorship of ‘Home & Away’, as well as create further awareness of its brand by reaching a slightly younger audience e.g. 35 plus females. The media package includes advertising in three print titles, including OK magazine and The Express (main paper & supplements).
Sally Marshall, Weight Watchers from Heinz Marketing Manager, comments: “Although January is the most popular time of year for consumers to start thinking about managing their weight, they can enjoy our delicious, health conscious meals throughout the whole year.
“We believe that our exciting range contains such a variety that it caters to everyone’s taste and that our sponsorship of Home & Away will strike a chord with consumers looking to effectively manage their weight throughout the week.
“With a selection of modern recipes, of which some are ‘one of your five a day’, we are confident that they will appeal to all types of people, which will help boost sales of the range and the overall frozen ready meal category whilst support our consumers food objectives.”
Weight Watchers from Heinz is the No. 1 Frozen Ready Meal brand with unit sales +4.3 % year on year. The frozen ready meal category is worth £459 million and Weight Watchers from Heinz has a 14.2 % volume share of the market & 13% value sales with value sales +5.8 % year on year.
Jamie Oliver will make his advertising comeback with a new campaign to promote his Young’s Seafood range.
Market leader Heinz Beanz is back on screens in the New Year with its ‘magic beans’ Jack and the Beanstalk TV advert. 