Kraft is ploughing a record £13m into its Oreo, Dairylea and Toblerone brands in the next five months as it rolls out new flavours and pack designs, and strives to create a major biscuit brand in the UK.
It plans to replicate the success of the $1bn Oreo brand, the world's number one biscuit, in its first aggressive push for Oreo in the UK. It is backing the brand with £4.5m ad spend this year, which kicked off this month with a TV ad and will include an outdoor, press and in-store campaign from April.
This is the first major activity for Oreo by Kraft since it bought back the rights to the Nabisco brands in Europe from United Biscuits at the end of 2006. UB had held the licence since 2000.
"The biscuit category is a mature and largely static market in the UK," said Liz Sellick, Kraft convenience channel and communications manager. "Now we've taken Oreo back into the Kraft stable of brands we think we can really lift sales in the UK in a way that we have elsewhere in the world."
It is rolling out family packs of Oreo to multiples this month, followed by a convenience launch next month, creating a four-strong range.
Kraft is also spending £4m on Dairylea from April, split between the Dunkers brand and core cheese triangles.
The investment will support the first redesign of the foil triangles in more than 40 years. It is ditching the pull-string that often made a mess in favour of a new ribbon design and is also increasing pack sizes from 85g to 160g, so each triangle is sufficient for one portion.
A new Dunkers Nachos pack is also launching this month, with a TV and outdoor campaign breaking in April.
Kraft is backing its Toblerone brand with a record £4.2m spend, which will include the six-month sponsorship of new ITV series Pushing Daisies from next month.
The tie-up coincides with a wider TV, press, outdoor and sampling campaign to support the launch of the fruit & nut variety as a 35g countline from next month.
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