NEWS: Packager launches take-away food lids as new ad medium

A new advertising medium launches this week, having already attracted a number of clients such as Tango and Dry Blackthorn Cider.

A new advertising medium launches this week, having already attracted a

number of clients such as Tango and Dry Blackthorn Cider.

Adlids is the creation of Spiral Packs, a packaging company that

proposes to sell and distribute advertising on the lids of take-away

meal cartons.

New printing techniques enable the advertiser to place a full-colour

advertising message or promotion - including tokens and redeemable

vouchers - on wipe-clean lids.

Spiral Packs claims the medium offers advertisers a potential 600

million new ad sites a year.

The first branded batches will appear in London this week, with Tango,

Dry Blackthorn and Rock Circus having snapped up all the available

space. A national roll-out will follow in November.

A ratecard has yet to be set, but Spiral Packs’ managing director,

Richard Francis, said the rates would be ‘highly commercial’.

A dedicated sales team at Spiral Packs will sell Adlids nationally and

the lids will be distributed through 17,000 restaurants across the UK.

Francis said the five-strong team would target beer, wine and soft

drinks manufacturers, as well as leisure clients. Spiral Packs also

plans to cater for regional campaigns.

Spiral Packs is the largest producer of lids for the European take-away,

frozen and convenience foods markets. According to its own figures, each

year 600 million lids are produced for the UK take-away meals market.

The main consumers of take-away meals are ABC1 C2 15- to 44-year-olds.

Francis claimed Adlids were the most exciting new medium since direct

response TV. He said consumers are more likely to be receptive to ad

messages when they are in a relaxed frame of mind, such as when they are


Adlids are available in three sizes, with a five-colour, high- gloss

finish. They are sold in blocks of 250,000 and delivered to wholesalers

each month. Retailers purchase their take-away supplies on a weekly

basis, resulting in a swift turnaround in stock at the wholesalers.

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