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product news: Mug Shot embarks on £1m marketing campaign

John Wood ·

Instant snack brand Mug Shot has embarked on a £1m marketing campaign targeting a core audience of women office workers and busy stay at home mums.

The campaign, titled Stir Things Up With a Mug Shot, will run until the end of June.

Using Mug Shot’s well established light hearted and humorous brand personality, the campaign will sit across a variety of channels including TV and Radio advertising, out of home, digital, social media, shopper marketing and PR.

A number of high-profile TV slots including Britain’s Got Talent have been secured, and two scripts have been developed for radio. Social media advertising will target Facebook and Instagram users and an out-of-home digital six-sheet campaign will be displayed at key retail sites.

Mike Benton, head of snacking business unit at brand owner Symington’s, commented: “Mug Shot has enjoyed a really strong performance and is currently worth an impressive £45m. With this £1m investment, we’re looking to grow brand awareness and national penetration through targeting key work and home occasions.

“The ultimate ambition for Mug Shot is to become the number one instant snack choice and we’re confident that this new campaign will help us achieve this goal. Being on TV is hugely exciting for any brand, and we’re looking forward to seeing the results in the coming months. The creative team have really captured the essence of the brand and with a great programme of additional support planned, we’re sure the campaign will resonate with our core target audience.”

Mug Shot has a number of initiatives planned once the campaign has run its course, including limited edition flavours, PR and social campaigns and influencer outreach.

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