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Retail Intelligence

Cadbury Tops June Outdoor Ad Spend Chart

Cadbury was the biggest spender on Outdoor advertising in June in the Food & Drink category, according to the latest Posterwatch report from PML Group.

The Mondelez-owned brand accounted for €533k worth of spend for its Cadbury 'Joy' campaign, and a further €118k worth of spend on promoting its 'Marvellous Creations' sub-brand.

With the advent of summer, Unilever's HB brand was also a major spender on outdoor advertising in the period, accounting for €433k worth of spend, while another Mondelez-owned brand, The Natural Confectionery Company, was ranked as third biggest spender in Outdoor, accounting for €256k worth of spend.

Other notable brands with a strong Outdoor presence in June were King Crisps (€225k worth of spend), Avonmore Protein Milk (€150k), Birds Eye Inspirations (€150k), Pringles (€117k), Vita Coco (€111k) and McCain (€109k).

While Ireland failed to make the World Cup, brands associated with the competition also spent heavily on Outdoor in June, with Budweiser the highest-spending alcohol brand, accounting for €312k worth of spend. Other alcohol brands that spent heavily on Outdoor in the period included Coors Light (€307k), new launch Amstel Radler (€209k) and Jameson (€206k).

Overall, the Confectionery & Snacking sector accounted for €2.01 million worth of spend on Outdoor for the month, ahead of the Finance (€1.63 million) and Tourism & Travel (€1.24 million worth of spend) sectors.

"Confectionery & Snacking was the highest spending category in June with a display value of over €2 million, more than double that in the same period last year," said PML Group. "Leading campaigns within this category included Cadbury Joy, HB, The Natural Confectionery Company and King Crisps.

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

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