FMCG Brands That Dominated The OOH Market During February

By Maev Martin
FMCG Brands That Dominated The OOH Market During February

PML Group looks at the FMCG brands that dominated the OOH market during February.

Cadbury Milk Tray Says It With OOH

Cadbury Milk Tray launched an extra special Digital (Out Of Home) OOH campaign to celebrate Valentine’s Day. The campaign ran in the days leading up to the most romantic day of the year, from Thursday to Sunday 14 February, 2021.

Long associated as a go-to Valentine’s Day gift, the OOH ads conveyed how a box of Milk Tray can help many communicate their true feelings and express how they really feel.

The animated copy presented as an aborted phone message exchange with the tagline‘Say What You Can’t with Words’. The campaign ran on screens at supermarkets and convenience stores to entice shoppers on the path to purchase and those looking for the perfect Valentine’s gift.


Media: Carat * Creative: The Public House * OOH Specialist: PML

Planting A New Idea

With the market for meat-free products continuing to soar and forecast to hit $21 billion globally by 2025, a new Irish brand Plant-it has launched an OOH campaign to promote its plant-based range of products in Ireland and the UK.

The range comprises plant-based and meat-free products, including chicken and meat-free goujons, burgers, fillets and nuggets.

The new brand’s tagline ‘Choose Good. Do Good’ aims to inspire better choices at mealtimes, with the company creating a range of nutritious plant-based products and working towards a greener future through partnership initiatives.


The OOH campaign, created by Dublin-based agency Connector by Granite, and planned by UM Dublin and PML, encompassed classic and digital OOH in the form of 48 sheets, bus shelters and screens in shopping malls and supermarkets.

“We believe in innovation to drive relevancy, and innovation across new product development, communications, and distribution,” said Plant-it marketing director, Mark Ryan.

“Our goal is not to make everyone a vegan but to convert one in five consumption occasions to plant-based. We co-created around driving awareness and trial as well as making a social impact. We are also partnering with Trees on the Land to dedicate a portion of the sales from every Plant-It product to reforestation and planting initiatives in Ireland and the UK.”

Luciano Jacob, creative lead at Connector said that through a process of co-creation, they were able to “challenge each other at every step, and at the end, conceive a brand that is truthful to its core in every aspect.

On one side, a healthy food brand that’s not ashamed to look delicious with an indulgent aesthetic inspired by the fast-food industry. On the other, a brand with purpose in its DNA, inspiring and empowering the consumer to make better choices.”


Media: UM Dublin * Creative: Connector by Granite * OOH Agency: PML

About PML 

PML Group is engaged in the data-led planning and buying of out-of-home media and digital out-of-home media on behalf of Ireland’s leading media agencies, media independents, advertising agencies and advertisers.

Posterwatch is PML Group’s market intelligence service, offering clients a 100% view on the OOH market, fuelled by the PAB monitoring service. It measures the formats, weights, value and timing of every out-of-home campaign in every cycle.

For more information, contact James Byrne, marketing manager.
Email: [email protected]. Tel: (01) 668 2900.

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