YAZOO, the UK’s favourite milkshake, has big ambitions for the brand in 2010, rolling out a new heavyweight £4.5million ‘Take Off with YAZOO’ marketing campaign to drive these targets and help grow the brand.
Already worth an impressive £85million, YAZOO plans to significantly drive this growth by increasing the brand to £95million in 2010.
YAZOO will focus on increasing chilled distribution, not only in multiple grocery but also in growing retail and OOH sectors. Chilled sales and distribution is key for the brand as it widens the point of purchase and significantly drives impulse sales.
Leading the marketing campaign is the YAZOO TV advert which recently won Gold at the Fresh! Creative Awards. The advert, which successfully piloted in Ireland throughout March 2009, was rolled out across the UK during February 2010 as part of the brand’s on-going mission to drive growth in the UK flavoured milk category.
The TVC was supported by a unique on pack promotion offering consumers the chance to ‘get a free European flight on YAZOO’ when they buy two bottles of 500g or a cluster pack of YAZOO. The brand will soon be announcing a second on pack promotion and exciting sponsorship deal for the back half of 2010 which will help drive sales even further.
SUCCESS
Marielle de Jong, Marketing Director for FrieslandCampina brands in the UK, comments: “The first on pack promotion which ends this month has already proven to be a success and we are really excited about the second half of marketing plans commencing in June, which we will be announcing very soon.
“YAZOO has grown to an impressive £85million brand and the planned marketing activities for 2010 will help continue this growth. We have already seen a significant shift in market share of 21% last December to 27% and in awareness for the YAZOO brand.
“The flavoured milk category is growing fast as consumers continue to look for healthier alternatives. People are making more educated choices and tending to choose healthier drinks than in the past. The milkshake category starts from a healthier place and producers, including ourselves, have been looking closely at their ingredients list. I would urge retailers to make room for milkshakes and take full advantage of this additional marketing support.
YAZOO will also be investing in an outdoor campaign, trade advertising, PR, grassroot sports sponsorship, experiential and in-store sampling.
For further information about YAZOO, retailers should call 01403 220 724
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