Bacofoil returns to TV marketing after five-year break

Bacofoil food wrapping is counter-attacking own-label rivals by linking into a TV sponsorship deal as part of an integrated marketing offensive in the run-up to Christmas.

Bacofoil food wrapping is counter-attacking own-label rivals by

linking into a TV sponsorship deal as part of an integrated marketing

offensive in the run-up to Christmas.



News of the tie-in with GMTV comes as the brand returns to TV

advertising after a five-year absence in a bid to capitalise on the

festive season which accounts for a third of its annual sales.



The sponsorship deal will link Bacofoil with the Twelve Days of

Christmas, a daily cookery programme featuring a step-by-step guide

during the countdown to the holiday.



Jaffe Keating has produced the pounds 750,000 campaign, which breaks

across seven ITV regions next Monday and aims to extend Bacofoil’s

claimed leadership of the pounds 250 million food wrap market.



Paddy Keating, the agency’s creative director, said: ’The market is

dominated by own-label products and Bacofoil is fighting back. It’s the

best-known brand and we have to make it top of mind.’



The commercial, using a voiceover by the actress, Fiona Fullerton, and

shot by Puppetoon, exploits Bacofoil’s diamond embossing with the song,

Diamonds are a Girl’s Best Friend.



It features an animated sequence in which food wraps itself in

Bacofoil.



The latest initiative marks a significant extension of activity on

behalf of the brand which, until now, has stuck to press

advertising.



’The sponsorship is a very neat tie-in,’ Keating said. ’It’s a perfect

fit.’



Jaffe Keating, which is also producing ten-second idents for the

sponsored programmes, has handled the Bacofoil business since the end of

last year.



It will back the TV campaign with advertising in the women’s press to

highlight the product’s versatility and strength.



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