Overall advertising spend on jams and spreads fell by 22.2%, largely as a result of Marmite the second-largest advertiser halving its spend.
Over 2009, Marmite continued to use Paddington Bear in its adverts for its spread. However, the two-year deal comes to an end in March and the brand has suggested that the bear will return to his old spread of choice marmalade, and Marmite's advertising will take a new direction.
"It was always intended that Paddington Bear was just trying Marmite in his sandwiches, for a change," says Marmite marketing manager Noam Buchalter. "And Marmite is moving on to new things."
The drop in Marmite's advertising, as Unilever refocussed it budget on Marmite brand extensions such as crisps and rice cakes, pushed Nutella into the top spot. Despite a hiccup in February, when the ASA branded ads suggesting Nutella could form part of a balanced breakfast misleading, its spend was only slightly lower than last year. Levi Boorer, customer development controller at brand owner Ferrero, says Nutella is set to spend £4.5m on marketing and advertising in 2010, with the aim of achieving 15% to 20% growth.
Meanwhile, traditional British product Bovril continued its outdoor-themed press ads, this year, as part of its Great Outdoor Revival campaign. Consumers suggested outdoor spots in need of reviving, with the winning location up for a share of £100,000.
And the biggest honey brand, Rowse, backed up its impressive sales performance with an ad spend 67.1% higher than the previous year.
Focus On Jams, Preserves & Honey
Over 2009, Marmite continued to use Paddington Bear in its adverts for its spread. However, the two-year deal comes to an end in March and the brand has suggested that the bear will return to his old spread of choice marmalade, and Marmite's advertising will take a new direction.
"It was always intended that Paddington Bear was just trying Marmite in his sandwiches, for a change," says Marmite marketing manager Noam Buchalter. "And Marmite is moving on to new things."
The drop in Marmite's advertising, as Unilever refocussed it budget on Marmite brand extensions such as crisps and rice cakes, pushed Nutella into the top spot. Despite a hiccup in February, when the ASA branded ads suggesting Nutella could form part of a balanced breakfast misleading, its spend was only slightly lower than last year. Levi Boorer, customer development controller at brand owner Ferrero, says Nutella is set to spend £4.5m on marketing and advertising in 2010, with the aim of achieving 15% to 20% growth.
Meanwhile, traditional British product Bovril continued its outdoor-themed press ads, this year, as part of its Great Outdoor Revival campaign. Consumers suggested outdoor spots in need of reviving, with the winning location up for a share of £100,000.
And the biggest honey brand, Rowse, backed up its impressive sales performance with an ad spend 67.1% higher than the previous year.
Focus On Jams, Preserves & Honey
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