Leaf brings Jolly Rancher sweets to UK

Leaf UK is launching Jolly Rancher – the third largest sweet brand in the US – in the UK next month.The launch will be backed by a £3m ad campaign.

The product was tested in the UK in 1993 and, according to Leaf UK marketing director Carolyn Welch, Jolly Rancher was outselling all other sugar confectionery brands after eight weeks.

“Given the high-level distribution, we are confident Jolly Rancher will become one of the UK’s top confectionery brands,” says Welch.

The £3m campaign targets teenagers and households with young children. Commercials produced by NW Ayer in the US are being used for the TV campaign, which breaks in mid-April. Abbott Mead Vickers.BBDO is handling the media-planning and buying.

The TV campaign will be supported by local radio advertising and a sampling programme, including door drops and cover mounts in teenage publications.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here