24 May 2013

Premier Foods brings Devon Dream to TV

Ambrosia is back on television from June, with a £2.5 million ad campaign aimed to drive awareness of its latest launch, Devon Dream.

Ambrosia is back on television from June, with a £2.5 million ad campaign aimed to drive awareness of its latest launch, Devon Dream. The advertising campaign is designed to drive awareness with consumers at the start of the summer season when they are most likely to enjoy Devon Dream poured over strawberries and other cold puddings.

The advert shows a series of beautiful British summertime moments with consumers enjoying delicious summery puddings made even more delicious with Ambrosia Devon Dream.

Paul Watmore, Brand Director, Ambrosia comments, “The campaign is aimed at increasing usage by existing Ambrosia consumers during the summer months, as well as introducing entirely new users to Devon Dream. Our research has shown that Devon Dream will bring 57%  incremental sales to the ambient desserts category. We know that the launch of our new TV campaign will stimulate consumer interest in trying Devon Dream, and drive a very significant increase in sales. Being a unique proposition for the ambient dessert category, and containing 80% less fat than single cream, we encourage retailers to maximise this opportunity by stocking Devon Dream in order to make the most of the additional consumer demand it will create.”

The campaign will be supported with 6 sheet poster advertising at store and dedicated in-store activity featuring bespoke POS, FSDUs, sampling and out of aisle displays which will maximise trial and visibility for the brand and translate into strong sales for retailers.

The TV campaign will begin on 1st June for eight weeks and the product is available in-store now in case sizes of six with an RRP of £0.89.

- Ends -

For more information, please contact Carrie Pitt or Chloe Jones at Cirkle on 01494 680727 or at [email protected]

Notes to Editors
As one of Britain's largest food producers, Premier Foods is committed to being ‘The Best in British Food’ - delivering the taste the British love, with food that's made in Britain by people who understand British consumers.  We supply a range of retail, wholesale, foodservice and other customers with some of Britain's best loved brands, including Ambrosia, Batchelors, Bisto, Hovis, Loyd Grossman, Mr. Kipling, Oxo and Sharwood’s . The company employs around 9,000 people operating from over 35 sites from across the country.



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