Burts Potato Chips is investing heavily in the brand this autumn with the launch of a national campaign to drive awareness and purchase.
‘Do It Right’ sees Burts implementing a fully integrated campaign and competition that champions real men, incorporating trade, POS, advertising, social media, events, sampling, PR and a website relaunch.
The campaign runs until October with a consumer-facing competition that celebrates real men. Members of the public will be asked to nominate the man in their life who does it right, be that cooking the best fry up, scoring a try, catching a fish or growing an impressive moustache.
For every nomination received Burts will make a contribution to It’s in the Bag, a testicular cancer fundraising organisation, which provides hands-on support for men and their families and also raises awareness of the disease.
To support the competition and encourage trade customers to participate in the campaign, throughout August and September Burts is challenging its on- and off-trade customers to create the most creative and eye-catching product display for a chance of winning a luxury two night break away in Devon for two. Burts will be providing support through consumer-facing literature, bespoke POS packs and advertising materials to help customers drive interest in the brand and sales.
Alongside the competition, Burts Chips is launching its new website which will highlight the brand’s updated key messages of Do It Right, whilst “retaining the premium, provenance and taste credentials that the brand is known for”. This new look for Burts will be the forefront of the brand’s visual communications encompassing social media, POS, advertising and off-site location branding.
Simon Knight, Sales & Marketing Director at Burts Chips, commented: “By significantly investing in our brand through our consumer competition and supporting our trade customers at all levels, we hope to strengthen awareness of the Burts offering, grow the brand through purchase and continue to drive the premium end of the snack market through taste and innovation.”
One of the fasted growing snacks brands in the UK, currently experiencing double digit growth, 2014 saw Burts invest £2.7m in new technology to expand and improve its Devon factory which has doubled production capacity and facilitated a strong pipeline of innovative NPD.
