
SYDNEY: Arnott's is spending $7 million on its biggest ever marketing campaign to support the launch of Vita-Weat Rice Crackers, its first new product in two years, AdNews magazine revealed today.
“Our total support package is $7 million in the first year, and obviously we will continue to support it in subsequent years,” said Vita-Weat marketing manager Susanna Polycarpou.
The campaign includes heavy TV and print executions to raise awareness of the new product, together with sampling activations, point-of-sale and in-store display.
Mediaedge:cia has been Arnott’s media agency of record since 2006, while DDB handles creative.
Arnott’s spent $11.3 million on main media advertising across all brands from March 2009 until February 2010, according to Nielsen, up from $8.8 million for the previous corresponding period.
Vita-Weat spend for the same period was $1.8 million, down from $2.9 million.
To find out more about Arnott's biggest ever campaign, read today's AdNews [7 May 2010, page 6].
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