The marketing activity for the Ambrosia Puds will also aim to push the brand as a new convenient after-dinner desert for the whole family, highlighting its the two new ranges, Crumble Puds and Jelly Puds.
Created by Miles Calcraft Briginshaw Duffy, the first TV execution promotes Crumble Puds and highlights its 5% fat content. A second execution, featuring Jelly Puds, points to the fact that the products contain no artificial flavours, colours or preservatives.
The ads contain the strapline “Ambrosia Feel Good Puds”.
The marketing drive, which launches today (September 18), encompasses TV, press and cinema advertising, as well as experiential activity including sampling. It kicks off in cinemas followed by a TV campaign on 1 October.
The launch of Ambrosia Puds is part of £20m investment over three years in the ambient desert category by Premier Foods, which also owns Hartley’s, Bird’s and Angel Delight, as it aims to grow the category by £35m.
The company says the ambient desserts category is worth £296m and is growing by 9% year-on-year.