Global snacking major pladis has unveiled a significant summer marketing push for its premium Carr’s brand.
Aiming to dial up modernity and relevance of the brand, the £2.5 million Crack On marketing campaign looks to help consumers tackle nervousness around hosting, featuring recipe inspiration from new brand ambassador, celebrity chef Lisa Faulkner.
In addition, the campaign includes a prominent partnership with Deliveroo to encourage spontaneous outdoor dining. Carr’s picnics will be made available to consumers in Battersea, London (21 July), Manchester (22 July) and Cambridge (23 July) via the Deliveroo app/website.
The campaign will also roll out across social media, PR and sampling activity, plus a packed calendar of summer experiential events, including Pub in the Park which kicked off in Tunbridge Wells on 8 July and is cited as ‘a celebration of the very best food, drink and music’. It is expected to reach more than seven million consumers across June, July and August, with a focus on food lovers over the age of 35.
“Our Carr’s brand has long been a must-have component of after dinner cheese boards,” says Leighton Wall, marketing director – savoury, at pladis UK&I. “Now, we’re on a mission to showcase the incredible versatility of these humble crackers and demonstrate that, with Carr’s, hosting friends and family needn’t be a formal event.
“In fact, it’s easier than lots of us might think to throw together a casual, impromptu and delicious spread. This summer, our Crack On campaign will inspire shoppers to get together and enjoy Carr’s during all sorts of social occasions, from spontaneous date nights featuring ricotta and honey-topped Carr’s Table Water biscuits, to last-minute Carr’s Cheese Melts parties.”
The Carr’s Crack On brand campaign will feature a range of products, including Carr’s Table Water biscuits, fast-growing Carr’s Melts and Carr’s Ciabatta.
“In recent years, we’ve successfully repositioned Carr’s as a modern snacking brand that’s suited to all manner of social occasions. And our latest marketing campaign will help us inspire even more shoppers to add Carr’s to their trolleys,” Wall said.
The new campaign comes as Carr's celebrates another year of being baked with entirely British wheat, thanks to pladis’ pioneering Back to Farm scheme, which was introduced in 2013 to support UK farmers and better incentivise them to grow the Group 3 wheats needed for biscuit production on UK soil.
