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
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.