SYDNEY: McCormick Foods is set to spend $800,000 on marketing for its recently-launched reduced sugar range of iconic jelly brand Aeroplane Jelly.
McCormick sells more than 15 million packets of Aeroplane Jelly a year, but introduced the 25% reduced sugar range after research found that mothers would purchase it more frequently if jelly was healthier.
Aeroplane Jelly senior brand manager Virginia Pullman said: “Recent consumer research confirmed the importance of healthy eating and instilling good habits in our kids. Mums were shopping purposefully for snacks, which were low in sugar and had no artificial flavour.”
To promote the new range, Aeroplane Jelly will spend about $800,000 on a four-week national radio campaign, instore, Jelly Magazine activity and recipe editorial in women’s magazines.
The new 24% reduced sugar range includes a variety of flavours and features bright new packaging, has no artificial colours or flavours and is high levels of dietary fibre.
Aeroplane Jelly has also launched Aeroplanejelly.com.au, which targets for both adults and children, with “Kids Only” and “Adults Only” sections.
The “Adult Only” section provides nutritional information and recipes, while the section for children has games and downloads including colouring-in sheets and birthday e-cards.
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