In November, Tropical Sun Foods launched its very first TV campaign, which marks the world food brand’s biggest marketing investment ever and a radical step-change in its consumer awareness drive. The high profile campaign runs across a number of very popular ethnic TV channels targeting audiences including African, Caribbean and Asian. The campaign focuses on the brand’s range of versatile table sauces.
The campaign is being amplified with outdoor billboards in key areas across London, Birmingham and Manchester as well as on London buses and at several London underground stations. The campaign launched in the latter part of November, and will run throughout December, right up until early January.
Additionally, the brand is investing in press adverts, PoS, digital marketing and PR to ensure that the campaign reaches a maximum number of consumers. Tropical Sun is aiming to galvanise its brand loyalists and invite a whole new audience to its product portfolio under the campaign banner – ‘Tropicalise Your Food.’
The campaign will primarily focus on the brand’s range of six square bottle sauces which includes Peri Peri, Sweet Mango Chilli and West Indian Hot Pepper Sauce. However the TV advert will also feature the brand’s recently launched range of authentic Caribbean sauces which includes the Great Taste Award 2013 winner Crushed Red Chilli Sauce, as well as its Jerk BBQ sauce.
Tropical Sun recently launched a new packaging look for its entire portfolio of over 250 products, to better reflect the brand’s personality. The Tropicalise Your Food campaign will champion the new look, as well as communicate the brand’s offering and ethos, which is to make it easier for shoppers to turn a simple meal into a tropical delight.
Jag Singh, brand manager at Tropical Sun said: “This integrated marketing campaign, the biggest in our history, is about capitalising on the organic growth we have achieved year-on-year for the past few years. It is the first stage in a long term strategy to continue to invest in innovating and offering high quality world food products and consumer engagement. We want to offer products that excite and inspire consumers to be more adventurous and to ‘Tropicalise Their Food’, with us.
“We also want to ensure that retailers join us on this journey. As more and more people turn to world foods, and look for exciting tastes and flavours, we want to ensure that retailers are also engaged. As shoppers continue to shop the world foods category for a taste of the tropics, we want retailers to capitalise on this trend and Tropicalise Their Sales.”
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