The Drum Awards for Marketing - Extended Deadline

-d -h -min -sec

Virgin Media Premier Foods Batchelors

New Batchelors Super Range campaign aims to target busy mums

Author

By Gillian West, Social media manager

July 19, 2013 | 2 min read

To promote the new Batchelors Super Range Premier Foods has partnered with Virgin Media and Starcom MediaVest Group (SMG) for a campaign designed to engage with busy mums.

The activity developed and planned by SMG, sees Batchelors take ownership of Virgin Media’s On Demand E! Entertainment content, with only the Batchelors Super Range advert shown before the show, meaning busy mums see just one ad. Batchelors will also sponsor Virgin Media’s new games portal, with the brand featuring on Virgin Media’s Tivo discovery bar as well.

“Our new Batchelors Super Range is aimed at busy mums and we’re delighted to have worked with SMG and Virgin Media to create a campaign tailored just for them. The activity is completely in line with the message we want to deliver as we celebrate the launch of our new Super Range. It’s a valuable time-saver just as the Super range products are in the preparation of an evening meal,” explained Jon Burton, brand director for Premier Foods.

The campaign, which runs until the end of August, covers a range of Batchelors’ favourites including Super Noodles, Pasta n Sauce and Savory Rice.

SMG business director, Duff Borer, added: “Our insight showed us mums place a great deal of importance on fun family occasions and so, as a consequence, their own time to relax is in short- supply and very precious. To answer this need, we have developed a new, exciting and sensitively tuned campaign with Virgin Media. Our activity overtly focuses on giving mums back their precious time by reducing time spent watching ads around their favourite programming.”

Virgin Media Premier Foods Batchelors

Content created with:

Starcom MediaVest Group

Find out more

More from Virgin Media

View all

Trending

Industry insights

View all
Add your own content +