Skip to content
Search
AI Powered
Latest Stories

New media campaign from Galbani inspires consumers to cook Italian

New media campaign from Galbani inspires consumers to cook Italian

Lactalis UK & Ireland has announced it is investing in leading Italian cheese and mozzarella brand Galbani with a new media campaign that will run during the peak mozzarella season (from early May to the end of July).

Having had significant cut-through with the brand’s target audience of 35-54 ABC1 previously, the “It’s Got to be Galbani” creative will once again be the focus of the campaign. The humorous ad will educate the cheese-loving British public on how to pronounce “Galbani” properly, while also inspiring them on different product usages. On radio (linear and digital), video on demand (VOD) and YouTube, the campaign will promote some of the hero SKUs of the range including Galbani Mozzarella (125g and Maxi 250g) and Galbani Dolcelatte. The campaign will reach a total of 9.1 million 35-54 year olds (ABC1).


“The new campaign builds on what has been a hugely successful 12 months for Galbani,” said Héloïse Le Norcy-Trott, Group Marketing Director for Lactalis UK & Ireland. “Having benefited from more consumers cooking at home throughout the health crisis, we saw sales of Galbani grow by +49.3 per cent in 2020. Now, as we approach the summer sales peak for mozzarella, there has never been a better time to invest in an impactful media campaign.”

Currently enjoying +57 per cent value sales and +43 per cent volume sales growth, Galbani is the leader in Italian cheese worldwide and in the UK. During the period of May to August 2020, Galbani Mozzarella 125g and Galbani Burrata 150g grew by +94 per cent and +182 per cent respectively compared to the previous four months. This growth is due to consumers using mozzarella and burrata products as key ingredients in the barbecue and alfresco dining occasions.

More for you

World of Sweets unveils new popping candy range from Warheads

World of Sweets unveils new popping candy range from Warheads

Confectionery distributor World of Sweets has revealed the latest novelty product from America’s leading sour candy brand Warheads.

The new offering is part of their plans to bring more of America’s much-loved sour flavours to UK customers.

Keep ReadingShow less
Pernod Ricard UK ignites festive spirit with marketing push

Pernod Ricard UK ignites festive spirit with marketing push

As December rapidly approaches, Pernod Ricard UK is ramping up its festive marketing efforts, anticipating a resurgence in consumer confidence after a challenging year. The UK’s second-largest wine and spirits supplier is set to inspire consumers to choose Premium+ Spirits as the perfect gift or the ultimate addition to any home celebration. Throughout 2024, Premium+ Spirits have consistently outperformed Standard offerings, making this higher end of the sector a vital margin driver.

“Since last Christmas, consumer confidence has been on the rise and the outlook for the final month of 2024 is positive," said Chris Shead, Off-Trade Channel Director for Pernod Ricard UK. "Gifting and hosting remain two key trends and retailers should focus on increasing space in-store for Premium Spirits that act as the perfect gift or cocktail ingredient when wanting to show off in front of friends and family. Where possible, we encourage retailers to prioritise categories that have been capturing the hearts of consumers and this year, our big winners have been Altos Tequila, Kahlúa and Bumbu Rum, and we expect our Champagnes, G.H. Mumm and Perrier-Jouët, to be the toast of choice for festive parties this year.”

Keep ReadingShow less
Carlsberg Christmas jumpers

Carlsberg unveils limited edition Christmas jumpers in unique ‘knit reveal’ campaign

Carlsberg have revealed their new, limited edition Christmas jumpers – in a Home knit and Away knit.

This social-first campaign puts a twist on the traditional football kit launch with a world-first ‘knit launch’ as the country gears up for Christmas. These special jumpers feature the iconic Carlsberg logo and hop leaf as the ‘club badge’ for a fabulous celebration of the brand’s strong links to football, as well as of all things festive.

Keep ReadingShow less
Boost Energy Drinks Can

Boost Drinks unveils 500ml cans in Energy range

Boost Drinks has announced the exciting introduction of 500ml cans to its Energy range launching in Original, Sugar Free Original and Red Berry varieties at just £1.

Leveraging its standing as the third largest brand in Energy Stimulation, Boost expands on its hugely successful 250ml energy range with the new, larger 500ml cans. 500ml is the largest energy drinks size and is worth a huge £745m - enjoying 13% YoY growth, offering even bigger profits for retailers.

Keep ReadingShow less
Troye Sivan

Smirnoff announces new global partnership with Troye Sivan

Smirnoff brings in Troye Sivan as ‘Chief Vibes Officer’ in new global campaign

Leading vodka brand Smirnoff has announced the appointment of Grammy-nominated global star Troye Sivan as its new Chief Vibes OFFicer (CVO), marking the start of a new multi-year partnership with the Australian singer-songwriter.

One of the most celebrated artists in popular culture today, Sivan has just completed the much anticipated ‘Sweat’ tour alongside friend, artist and frequent collaborator Charli XCX, and is about to embark on the Australia and New Zealand leg of his global solo tour, following the release of his hit 2023 album, ‘Something to Give Each Other’.

Keep ReadingShow less