Batchelors targets women with 'female Pot Noodle'
By John Reynolds, marketingmagazine.co.uk, Tuesday, 01 May 2012 08:30AM
Premier Foods-owned brand Batchelors is gearing up for a major marketing offensive for its new Deli Box range, which will take on male-focused brands such as Pot Noodle with advertising aimed at women.
Batchelors' Deli Box is currently being rolled out in Tesco branches ahead of listings in other major supermarkets in July.
Batchelors marketing controller John Burton said Deli Box is likely to be supported by a significant above-the-line campaign, which could include TV, radio or press.
Burton believes Deli Box’s point of difference is that it will be marketed to a female demographic. He said targeting women would present a "big opportunity" for the brand.
Deli Box is sold in six variants – four noodles and two pasta – and comes in a variety of flavours including chicken, BBQ beef and chow mein.
This article was first published on marketingmagazine.co.uk
- Senior Digital Designer Twist Recruitment £35000 - £42000 per annum + benefits, City of London
- Web Designer Nu Creative Talent £35000.00 - £40000.00 per annum, Manchester
- Senior Brand Manager Ball & Hoolahan £55,000 + Car/Car Allowance, South East
- Global Digital Capability Manager Ball & Hoolahan £50,000 + Car/Car Allowance, London
- Head of Digital (Maternity Cover) - Leading MS Charity CHM £51,257 - £56,093 plus excellent benefits , North West London, NW2
- Group M wins Vodafone's £600m media account
- Google becomes major UK advertiser after boosting spend by 50% in 2013
- Campaign Viral Chart: Evian's Spider-Man tops chart in week of movie premiere
- Unilever pilots multi-brand advertising with YouTube beauty channel
- MEC boss Courtier hails £600m Vodafone media win as 'life changing'
- 'We will always love M&S' says Walker Media in goodbye statement