Healthy snack brand Mug Shot is set to banish the infamous ‘January blues’ with its new campaign – Mugfuls of Joy. The £1.1M campaign, the biggest in the brand’s history, will see Mug Shot give away £50,000 worth of instant cash prizes to consumers. £5, £10, £20 and £50 notes will be placed inside special promotional packs as the perfect antidote to the most depressing month of the year.
Using Mug Shot’s well-loved cheeky tone of voice, the free cash in pack offer will be promoted through a variety of channels including TV and radio advertising, digital, social media and PR. Characters from the highly successful ‘Stir Things Up’ campaign which ran last summer will return to UK TV screens for Mugfuls of Joy, making their debut from 3rd January.
Owned by branded food manufacturer Symington’s, Mug Shot is a range of quick, tasty, low fat, hot pasta and noodle snacks available in 18 ‘tasty flavours including Roast Chicken, Tomato & Herb, Sweet & Sour and Chicken and Sweetcorn. Low in calories, less than 2% fat and with no artificial colours or preservatives, Mug Shot stands out amongst competitors as the healthy snack choice.
Mike Benton, Head of Snacking Business Unit at brand owners Symington’s, commented: “Mug Shot has had a great year. We ran the hugely successful ‘Stir Things Up’ TV campaign in the summer generating some impressive results, and now we’re back to beat the January blues with our new £1.1M campaign.
“The campaign has a really strong value offer for the consumer with the instant cash prizes, and we’re confident it will resonate well with our core target audience. We’ve gone even bigger in terms of investment this time around, and with the TV led fully integrated support plan we’ve put behind Mugfuls of Joy we’re confident the returns will reflect this.”
Mug Shot is the number one brand amongst the Symington’s portfolio which includes Naked Noodle, ilumi, Chicken Tonight and Ragu. Following the cash in pack offer, the brand will maintain momentum throughout the course of 2019 with sponsorship, PR, social media and more.