Rayware Group is launching its biggest ever combined TV and digital marketing campaign for its jar brand Kilner.
The company says the TV push, which kicks off on September 8 and runs until the end of October, will reach 12 million people. The Kilner advert, which carries the strapline ‘a jar for all occasions’, will air on ITV’s ‘Good Morning Britain’, Channel 4’s ‘Sunday Brunch’, and lifestyle channels The Food Network, Good Food, E!, Discovery Home & Health and TLC, reaching 9 million people, of which 10.2% are ABC1 women aged 25-60 who are likely to see the advert twice.
Commenting on the campaign, Rayware Group marketing manager Jude House said: “The TV strategy is two-pronged so that Kilner is sure to reach both a traditional preserving audience, as well as new, more diverse audiences who like to use Kilner jars for storage and more creative ways. Our aim is to get across the message that genuine Kilner offers the best quality, and hundreds of uses around the home.”
In addition, Kilner will run banner adverts, recipes, social media competitions, and features in newsletters to 90,000 people on www.foodnetwork.co.uk.The idea is to engage food enthusiasts (mainly ABC1 women with an average age of 40) who like to discover new recipes. Kilner will also sponsor articles on preserving in the ‘Great British Food’ magazine, offering tips to budding and established preservers.
All these initiatives will be supported by regular product placement coverage in magazines and TV cooking programmes, and activity via email and social media channels.