House Party push for KGF coffee brand

Kraft General Foods launches a ú2.5m campaign for Maxwell House later this month with a TV commercial featuring Noel Edmonds, who recreates his BBC TV Noel’s House Party role.

The Maxwell House Party promotion, which involves a TV campaign on ITV and Channel 4, plus an on-pack promotion with a ú1.5m prize giveaway, has been devised by Billington Cartnell.

To play, consumers must select one of seven doors depicted on the promotional label and in the TV ad. A spokesman for Noel Edmonds claims players have “a one-in-seven chance of winning” one of 20 Mazda MX5s, cash or branded promotional materials.

The campaign, which breaks in late March, will run for eight weeks. The company hopes to build on last year’s Out of the Blue promotion, also featuring Noel Edmonds, which gave Maxwell House granules a six-year high market share (value) of more than seven per cent, the spokesman claims.

The Noel’s House Party theme can be used as Edmonds, not the BBC, owns the rights to the TV format. However, the BBC has laid down restrictions regarding the detail of TV elements which can be used in the ad.

“There will be synergy with the programme, notably through the use of the front doors,” the spokesman says.