Chilli sauce specialist Enco Products Limited, a subsidiary of Grace Foods UK, is investing £1 million in the first ever TV advertising and food programme sponsorship campaign for Encona Sauces, the UK’s number one hot pepper sauce*.
The four-month ‘Hot vs. Sweet’ TV ad campaign, which breaks in February and will reach approximately 20 million consumers, is headlined by a 30-second commercial that will air around Channel 4’s most loved food programmes including Come Dine With Me, Jimmy and Jamie’s Friday Night Feast and Sunday Brunch.
Encona Sauces will receive additional sustained TV exposure thanks to a seven-month programme sponsorship on the Good Food Channel, sponsoring programmes which include British Bake Off (series 3), Masterchef (series 9) and Hairy Bikers Best of British.
A series of pre and mid-rolls on 4OD food and lifestyle programmes completes the on-air support package.
“Encona Sauces now has the depth of distribution to warrant this major and highly targeted above-the-line investment,” says Nyree Chambers, Grace Foods UK Head of Marketing.
“We’re playing on the fact that most Encona Sauces’ fans love either Hot Pepper Sauce or Thai Sweet Chilli with a commercial that also encourages people to ‘banish the bland’, the closing strapline.
And in a move rarely seen in the world of FMCG advertising, the commercial features real Encona Sauces’ fans.
The commercial also highlights the versatility of Encona Sauces, demonstrating that, as well as a table sauce, it’s also ideal as a dipping sauce and marinade – and a great-tasting way to spice-up everyday dishes.
The marketing support comes as Encona Sauces continues to enjoy impressive growth, with sales of the £7.3 million brand up 5.6% YOY**.
* IRI UK Table Sauces (Chilli & BBQ) MAT 52 w/e 4th January 2014
** Nielsen MAT 12 October 2013