Belvita breakfast biscuits is teaming up with Capital Radio for a new multi-platform sponsorship deal.
The campaign, which will run for six months from 6 January, will include a mixture of on-air and online activities, as well as sponsorship of the Capital Radio mobile app.
Belvita’s senior brand manager Rahul Gursahani said Capital’s breakfast show was a “perfect fit” for the brand and would build on its relationship with presenter Lisa Snowden, who advertised the brand on TV in 2012. It is expected to reach around 7.7 million listeners per week.
The biscuit brand, which is owned by Mondelez, has put on an impressive growth of nearly 29% this year, and is now worth nearly £13m [Nielsen MAT 12/10/13] - but the price has tumbled over the last year as competitive pressure drove up promotional activity in the category.
Brand owner Mondelez said it would continue to invest heavily in Belvita to sustain growth in an increasingly crowded market. It has spent £8m on the brand this year, and said it had seen penetration increase by around 25%.
“This penetration growth is proof that our marketing plans and messages are resonating with our target consumers and the growth we see is therefore driven by bringing even more consumers into the breakfast biscuit market,” Gursahani said.
“We have an extensive NPD plan for 2014, including new food forms, flavours and formats.”
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