Tue, 18 Feb 2014 15:37:14 GMT
Colman’s, the iconic British brand from Unilever UK1, is marking the start of its 200th anniversary celebrations with the launch of a new £4.8 million marketing campaign, aimed to highlight the role that Colman’s plays in the British family meal.
Kicking off on the 17th February with a 60” TV advert, created by adam&eveDDB, the 360o marketing campaign will drive love and awareness for Colman’s throughout 2014, reminding modern day mums that Colman’s is a brand that they can trust to feed their family with proper, tasty, wholesome British food.
The first stage of the campaign will focus on the Colman’s dry packet sauces, which generated over £46 million2 in value sales in 2013.
Joanna Wright, brand manager for Colman’s Dry Packet Sauces at Unilever UK, says: “Food is at the core of British family life and Colman’s is a brand that’s been supporting proper British meals for the last 200 years. With the strapline ‘meals that say it all’, the new advert demonstrates the way we use food to express ourselves; whether it’s to reward, sympathise, support or comfort. British food made using Colman’s is at the heart of the story, creating meals that communicate what we reserved Brits can’t always say in words.
“The 200th anniversary is a significant milestone for the brand -‐ confirming that it continues to offer a quality and taste that families know they can rely on. Over the years, the range has expanded significantly from its launch as a mustard brand in 1814 and now offers a range of recipe mixes, condiments and gravies, spanning three categories and contributing over £89 million in total value sales.”
James Murphy, Founder, CEO, adam&eveDDB, adds: “We are excited to be working with Colman’s in its milestone 200th year. The new campaign celebrates the truly British way of using comfort food to express the things that are difficult to say, putting Colman's back at the heart of British families where it belongs.”
The TV advert sees a young girl breaking up with her boyfriend, while at home her father prepares a Shepherd’s Pie using the Colman’s Shepherd’s Pie recipe mix for his heartbroken daughter. As she comes home and tucks into a comforting Colman’s Shepherd’s Pie, a voiceover offers the soothing words which her father finds difficult to express and finishes with the strapline ‘Meals that say it all’.
The TVC will be live throughout February, March and April and will be supported with both ATL and BTL activities.
Categories: Sauces and Spreads, FoodRattling Stick, Tue, 18 Feb 2014 15:37:14 GMT