Rayware set to launch biggest ever marketing campaign for Kilner brand
August 20, 2014
From traditional preserving to serving desserts, and from storing limoncello to sewing kits, the trend to use Kilner jars in a multitude of creative ways is on the increase. Having seen a significant surge in sales over the past year, the team at the Rayware Group is launching its biggest ever combined TV and digital marketing campaign for Kilner in September and October.
The campaign will reach 12 million people, the most wide-reaching driver being TV advertising. The Kilner jar for all occasions advert will be transmitted 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 Jude House, Marketing Manager, the Rayware Group said: “The TV strategy is two-pronged so that Kilner is sure to reach both a traditional preserving audience, as well as reaching 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.”
There are two further strands to the Kilner campaign. The second strand of the campaign is purely digital. Kilner will run high-impact banner advertising, recipes, social media competitions, and features in their newsletters to 90,000 people on (1.7m UVM).The idea is to engage food enthusiasts (mainly ABC1 women average age 40) who like to discover new recipes.
The third strand includes sponsorship of articles on preserving in the Great British Food magazine where Kilner sustains its authority on the subject, offering tips to budding and established preservers. All of this will be backed up and sustained by regular product placement coverage in magazines and TV cooking programmes, and of course activity via email and social media channels.