Context
Mars Wrigley is undoubtedly the market leader in the gum category but with a raft of new competitors entering the market, the brand was looking to re-establish itself as the category captain and remind its retail partners of the value its brands offer.
Strategic Insight
We created and led conversations around gum, positioning Mars Wrigley at the heart of the narrative to showcase the brand’s category expertise and credibility. The content focused on making it cool to chew and highlighted the huge growth potential gum presents to retailers.
Creative Concept
We executed an earned and paid-for campaign in the top tier retail trade titles to ensure that our gum leadership campaign was placed front and centre for retail buyers.
Using Mars Wrigley’s Gum Brand Director Ross Ripamonti as our spokesperson, we placed interviews in Asian Trader and The Scottish Grocer. Ross spoke about the lucrative role gum can play in retail, sharing his thoughts and expertise on how retailers can maximise the revenue opportunity chewing gum presents.
Advertorials were pitched, written (by us) and placed in The Scottish Grocer, The Grocer, Better Retailing and Asian Trader to support our campaign narrative.
Topics included
- How Mars Wrigley is making chewing gum cool – our ambition to increase penetration by bringing in the Gen Z audience
- How brands and retailers can bring new shoppers into the gum category to drive category growth via the power of NPD and brand investment
- The future impact evolving shopper behaviour could have on grocery impulse sales
Full Colour
Result One:
Direct Targeting
The activation of a topical content series directly targeting confectionery retail buyers.
Result Two:
10 Meaningful Endorsements
10 pieces of quality coverage and advertising across 4 top tier titles – 4 x advertorials, 2 x press interviews placed both online and in print, and supplementary display advertising
Result Three:
610,000+ Reach
Reach of 610,000+, targeting the key targets of the retail buying world