The Publication For The Grocery Trade
Orville Redenbacher's increases UK market share

Following its first TV advert in the UK, Orville Redenbacher's - America's number 1 microwave popcorn brand - is enjoying increased market share, brand awareness, trial and purchase.

According to the latest consumer tracking survey, brand awareness increased from 7% to 33%, with trial increasing from 3% to 9%. Also, the Nielsen share results revealed that Orville Redenbacher's market share went up from 5.2% to 11.8% - a 6.6% rise.

Jon Smythe, Senior Marketing Manager said: "We're obviously delighted with these results - not least because we have only been in the UK for just over a year. It's a clear sign that the adverts communicated a strong brand message in a fun way that people then remembered when they went to the supermarket."

The adverts are part of a 5m launch campaign, which has so far included consumer sampling, consumer promotions and PR. The 30" commercial shows a family having fun while eating popcorn and watching a film at home, with the line 'Make the popcorn, make the movie.'

A second burst of TV advertising is planned for the summer, starting on June 11.

"This continued investment in the brand demonstrates our confidence in the UK. Although microwave popcorn currently only accounts for a small percentage of the salty snack market we believe there is enormous potential for growth."

For more information please call Natalie Hodges on 01926 338811
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