ng a new TV advertising campaign – ‘Life Begins at Breakfast’ – to help bring its new-look packaging to life and drive sales across the range.The brand is famous for its mueslis, granola and porridges and aims to attract new and existing customers, giving retailers the opportunity to boost sales.
The campaign also aims to reinforce the importance of the breakfast occasion and remind shoppers how it gives them the best naturally healthy and great tasting start to the day.
The messaging from Dorset Cereals highlights its latest Tasty Toasted range to its muesli portfolio.
The new range boasts a lighter texture and crispier crunch to draw more consumers into the muesli category.
The launch of the ‘Life Begins at Breakfast’ campaign capitalises on the consumption of oats being a growing trend, especially as consumers are much more health conscious.
They also become increasingly concerned with their health as they get older demonstrating the importance of a healthy breakfast.
In the Muesli category, Dorset’s value sales are growing by +6.6%, ahead of the category at +2.1%.
It is also the only brand driving volume growth, with volume sales looking at +13.6% growth.
Mandy Cooper, Head of Marketing at Dorset Cereals, said:
“We are seeing great uplift of our brand penetration and are committed to investing in the category to drive future growth.
“Last year, our TV and promotional support plan was a great success as it had a significant impact on our trial and repeat sales, so it made sense to build on the momentum we’re experiencing.
“We’re confident that launching our new positioning through TV, online and on pack and introducing new type of muesli in Tasty Toasted will help to drive sales.
“Our positioning has researched extremely well with our target consumers who have really responded to ‘ life begins at breakfast’ as it reflects their attitude in taking breakfast seriously and giving you a great start to the day.”
The new TV advert aired on 12th May and is being supported by PR, digital and in-store activity on its Tasty Toasted muesli range from 21st May until mid June.
