Chupa Chups UK, the lollipop and mint maker, has joined forces with Perfetti van Melle, the owner of Fruitella, to market and distribute the two companies’ portfolio of brands. It follows the collapse of Food Brokers last week.
Analysing £1.8bn of media investments across the UK, a post-Covid/Brexit advertising effectiveness study found profitability varies greatly by media, with TV the greatest driver of overall profit volume.
While its tactics will evolve, the fast food giant believes the consistency of its overarching marketing strategy is what grounds the brand.
Agencies will complain pre-testing snuffs out the creative spark, but in reality it helps brands identify the best-performing ads and make them even better.
