British biscuit maker Jacob's has launched a mini version of its popular TUC savoury biscuit brand, tapping into increasing consumer demand for such bite-size products.
The launch is being backed by TUC's largest marketing budget yet, with Jacob's (part of the French group Danone) spending £2 million on TV advertising, sampling activity and in-store promotions. The 150g bright yellow and orange box features new logo and pop-open mechanism, promoting on-shelf visibility for Mini TUC Sesame.
In TUC's first appearance on the screen in 25 years, three 10-second executions will run under the strapline 'TUC in'. Breaking on 1 June and screening for a month, with a second burst during September, the TV campaign is designed to boost awareness of the umbrella brand as well as the new launch.
Below-the-line support includes consumer sampling and in-store activity, linked to the TV theme. A sampling squad sporting branded uniforms will tour retail outlets nationwide in a Mini TUC truck, giving out popcorn style sample packs with money-off vouchers to half a million shoppers. Hitting the road during the first week in June for six weeks, the campaign aims to boost awareness and drive penetration to 10 per cent. The in-store point of sale and theatre will reflect the theme of the TV campaign.
Available in major supermarket and convenience outlets and retailing at 82p for a 150g box, Mini TUC is designed to appeal to families in the 25-45 age group with kids, looking for a tasty and wholesome in-home snack.
"Last year TUC experienced a 20 per cent increase in value sales, so the launch of Mini TUC aims to build on this performance," said Katia Zavidonova, TUC brand manager. "We are confident that our heavy investment in above- and below-the-line marketing will pay dividends in achieving visibility and rapid penetration for Mini TUC, while at the same time supporting the sustained growth of the TUC brand.
"Consumers are looking for a wider variety of snacks. By making the TUC brand more accessible for snacking throughout the day, we can capitalise on this trend."
For further product information, contact Claire Walters at the Jacob's Bakery in Liverpool.