Concord and Media Vehicle use trolley sites for Toffee Crisp

The Media Vehicle has sold 173,000 of its supermarket trolley poster sites to Nestle Rowntree.

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

queue?’



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

purchase.’



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

stores.’



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.



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