Whitworths, whose mission is to help everyone eat a little healthier every day, is launching its first TV advertising campaign in over 40 years, aiming to generate mass awareness for the brand and its Good by Nature proposition.
Whitworths’ TV advert looks to highlight the breadth of the brand’s product range that are full of flavour, and promote healthier snacking and eating across a variety of consumption occasions, from post-workout snacks or as a topping on breakfasts. It’s a big move from the brand to further reposition Whitworths into the growing healthier snacking and eating category, and away from its heritage in home baking. Instore and online promotional plans will be aligned to TV dates to drive maximum volume uplift.
Whitworths saw an extremely fruitful year in 2020, reporting 19% revenue growth and turnover improvement driven by significant business wins, brand innovation and expansion towards a more diversified customer base.
Phil Gowland, commercial director at Whitworths, comments: “Achieving our goal to dramatically increase Whitworths’ consumer reach, requires a step change in investment. We’ve increased our brand investment by seven times year on year to support the TV Campaign launch following a journey to reposition the brand over the last five years towards a natural based healthier snacking and eating brand, suitable for multiple consumption occasions. By doing this, we’re tapping into the biggest consumer trend – health, making it the perfect time to launch a TV Campaign aimed at celebrating how flexible and amazingly tasty natural food can be. We look forward to monitoring the success of our first TV campaign in four decades, which alongside our other comms investment in PR and influencer marketing, look set to continue the incremental business growth seen so far.”