Cadbury was the biggest spender on Outdoor advertising in the Food & Beverage category in January, with a campaign for its Creme Egg accounting for €553k worth of spend, according to the latest Posterwatch report from PML Group.
This was well ahead of the other biggest-spending brands in the Food & Beverage category, with Brennans Bread in second accounting for €117k worth of spend, and Belvita accounting for €113k worth of spend.
In fact, Cadbury Creme Egg was the biggest spender on Outdoor advertising across all categories in January, ahead of TV3 (€395k) and AIB's 'ME2U' service (€372k).
"OOH continued its resurgence that began last year into January, with an encouraging 18% rise year-on-year," PML said in the Posterwatch report. "Seasonal favourite Cadbury Creme Egg ran the biggest digital campaign to date with nearly half a million Euro, with a domination of the dPod network."
In terms of category breakdown, Food businesses accounted for €900k worth of spend, while Confectionery & Snacking businesses accounted for €800k worth of spend.
The figures in the Posterwatch report are based on published media owner rate cards, and refer to display values only.
© 2014 - Checkout Magazine by Stephen Wynne-Jones
