Perfetti has hired GCI UK to handle trade and consumer media relations to support its first TV ad campaign in several years.
‘The key objectives are to get back on TV for consumers and to make sure the trade knows we are back,’ said Georgina South, marketing manager of Fruittella’s UK distributor Food Brokers. She added it will also run a sampling campaign through Reload Marketing.
South said Perfetti would seek coverage on children’s TV to reach its primary target of six to 12-year-olds. She said after more than two years away from the spotlight, Fruittella needed to be introduced to young children ‘without losing the bigger kids that have grown up with it’.
GCI director of brand comms Richard Medley said it would inject the brand’s ‘spirit of perennial fun’ into Perfetti’s trade media communications to stand out in a competitive market.
‘Rather than take the typical information-sharing approach, we’ll try to bring the brand persona to life. Fruittella brings out the big kid in people,’ he said.
Medley revealed the media target stretched beyond TV and ‘ideally we are looking for national newspapers’. He added that lifestyle titles would be important but GCI had come on board too late for May issue deadlines.
GCI replaces Siren PR just eight months after its appointment. South explained Perfetti needed to ‘stretch its PR ideas and the thought process’ in the run-up to major launches.
Food Brokers took over UK distribution of Fruittella in June 2003 and is using four product launches this year in an attempt to reinvigorate the brand.
Fruittella Cream launches in April while two more products will appear in early May and September. The Juice Wave bar went on sale in February.