Princes launches £1.5 million advertising campaign

28 Sep 2011

Princes, the food and drink group, is stepping up its investment in the Princes brand this year with a £1.5 million integrated advertising campaign which launches in August.

The above-the-line activity extends the brand’s ‘Yours to Enjoy’ brand message which was first launched four years ago and promotes the simplicity, convenience and integrity of Princes’ range of ambient food and drink products.

The campaign, which begins in August and runs until January 2012, will be seen an average of 3.9 times by almost two thirds of UK households*. It will target busy mums through advertising and promotions in consumer magazines and supermarket media. It will also be supported through online, PR and in-store activity.

Creative executions have been developed to promote the entire Princes-branded product range, which includes ambient fish, meat, vegetables, fruit and fruit juices, sandwich spreads and ready meals.

Princes’ investment follows extensive consumer research by the brand, which confirmed that product quality, health and convenience are the key factors that influence purchasing decisions in ambient categories.

The new campaign specifically focuses on the canned fruit and ambient juice portfolio and communicates the fact that Princes products do not contain artificial preservatives and can be used to create convenient meals that contribute towards a balanced diet for the whole family.

Neil Brownbill, marketing director for Princes, said: “As one of the UK’s leading ambient food brands, with household penetration of more than 72 per cent, Princes is in a strong position to champion and promote the category. The campaign aims to inform and inspire consumers about the benefits of ambient food and drink through serving suggestions, recipes and product messages.”

The launch of the campaign follows a successful year for the Princes brand, which has experienced 8.5 per cent value growth over the past 12 months, according to Homescan/ Scantrack 9/7/11

See more news headlines