Golden Wonder to spend half a million to build brand
Golden Wonder is launching a £500k marketing push, the first substantial marketing investment since the brand was acquired by Tayto in 2006.
The integrated £500,000 campaign represents the first significant marketing venture for the historic brand since its acquisition by Tayto in 2006. The brand is eager to reignite consumer awareness and re-establish Golden Wonder as leader in the Scottish flat crisp market with its ‘full on flavour’ campaign.
The company also announced that its crisp brand out-performed the market with an 8 percent growth in value sales versus total market growth of only 1.7 percent in the last year to February 2010. Volume growth for Golden Wonder also bucked the market trend; up 12 percent versus an overall market decline of minus 1 percent.
The new strategy includes a deal with STV to sponsor STV Sports News for six months. The deal, which covers sponsorship of the mid week sports bulletins until August 2010 will also be supported by a significant product sampling push at major Scottish sporting events as well as at grass roots football and rugby.
Elly Hunter, Marketing Director commented: This campaign is only the start of our support for the Golden Wonder brand in Scotland. We will continue to invest in its growth through impactful marketing, new product development, innovation and distribution gains. New initiatives such as sampling at major Scottish sporting events and sponsorship of the highly popular STV Sports News is exactly the type of activity we believe will help us execute this high growth strategy.”
The past twelve months have seen the growth of the brand across GB, driven in part by increased distribution. In Scotland, distribution is at 82 percent* and Golden Wonder crisps are the second fastest selling crisp brand in the Scottish market**.
Golden Wonder’s new family-oriented TV sponsorship campaign replicates three different famous sporting moments each injected with their own touch of humour with legendary Archie Macpherson providing commentary. Golden Wonder engaged Ardmore Advertising, a full service agency, on the creative.