Arnott's launches biggest campaign

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.

“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 director Susanna Polycarpou.

“We are doing lots of in-store activation, a strategic word-of mouth campaign and lots of sampling,” she said.

Media for the launch is led by heavy use of TV and numerous print executions to raise awareness, together with sampling activations, point-of-sale and in-store display to prompt product trial.

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 read more about Arnott's biggest ever campaign turn to page 6 of today's AdNews [7 May]

.Prue Corlette

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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