The Media Vehicle has sold 173,000 of its supermarket trolley
poster sites to Nestle Rowntree.
The confectionery giant is using ambient media as part of an advertising
drive for Toffee Crisp Biscuits, which it launched last year.
The ads, which use the strapline, ’Lighten-up with Toffee Crisp’, run
throughout May and June and are linked to a TV campaign.
The two executions feature the lines, ’trolley rage’ and ’wrong
Ron Raisey, board account director at the poster specialist Concord,
which bought the sites on behalf of Nestle Rowntree, said: ’Trolley
sites are the last thing the customer sees at the point of sale. It hits
the customer at the moment when he or she is making a decision to
Raisey added: ’Toffee Crisp Biscuits are particularly suited to trolleys
as it is a relatively new brand that needs to build product awareness.
This medium is ideal as it is a cheap and effective way of getting into
The ads will appear on trolleys in Sainsburys, Tesco, Safeway,
Somerfield and Asda supermarkets.
The Media Vehicle offers a variety of instore media opportunities. One
of its latest offering is CentreVision, a network of digital screens
located in shopping centres.
Nestle Rowntree has already used Admedia’s trolley posters to promote
several of its brands, including Quality Street and Nescafe.