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
The latest initiative marks a significant extension of activity on
behalf of the brand which, until now, has stuck to press
’The sponsorship is a very neat tie-in,’ Keating said. ’It’s a perfect
Jaffe Keating, which is also producing ten-second idents for the
sponsored programmes, has handled the Bacofoil business since the end of
It will back the TV campaign with advertising in the women’s press to
highlight the product’s versatility and strength.