Daytime TV celebrity Denise Van Outen is fronting a new campaign from Ritter Sport promoting new Salted Caramel and Orange flavoured chocolate bars.
Ritter Sport Salted Caramel contains, salted caramel crisps and crunchy caramel pieces smothered in milk chocolate, while Ritter Sport Orange is made from rich dark chocolate, wrapped around a smooth orange fondant filling. Both 100g bars have an RRP of £1 and are listed in Bestway, BP forecourts, Dhamecha, Rayburn, SOS Wholesale and T&R.
The launch is being supported with a six-figure, 360 degree marketing campaign – the UK business’ biggest to date – with Van Outen kicking things off as part of a cheeky social media campaign. ‘Start your love affair with the square’ centres around the new Salted Caramel and Orange varieties, with Ritter Sport daring shoppers to grab a bar and fall in love with the brand. The campaign aims to migrate more middle aged women to the brand and runs in throughout October, in print, digital and social, involving PR, marketing and sampling. Another female TV celebrity will also be revealed as part of the campaign later this month.
Benedict Daniels, Ritter Sport UK & IRE managing director, says: “With our biggest campaign to date, spearheaded by two brilliant female celebrities, I am convinced more consumers than ever before will discover, try, and fall in love with our quality chocolate. We’re confident that the new Ritter Sport Salted Caramel and Orange bars, which rival established brands, will kick start ‘a love affair with the square’ as more consumers are introduced to the brand. For retail customers, these launches create a great opportunity to stock premium versions of these staple and much-loved flavours, all year round.
“Caramel is the UK’s third largest chocolate flavour sector after milk and nut, worth around £110m, 11% of the total market, and salted caramel is currently 20% of that. Orange is also establishing itself as a key flavour in the block category, worth £35.2m MAT, or 4% of the total and growing +66% annually, outpacing the total block market’s 7% growth rate.”
The company claims that 2022 looks set to be another record year with like for like growth projected to be significantly ahead of the market.
Daniels concludes, “Impressively, Ritter Sport is one of only two top ten brands growing value sales in a declining market. Our penetration is at record levels, with other key category and consumer metrics registering significant variance versus key competitors across value per kilo, value per buyer and frequency. It’s evident Ritter Sport continues to drive incremental value into retailers’ categories, and we remain hugely optimistic about the impact our new autumn launches will have.”
Family owned Ritter Sport uses only sustainable cocoa and 100% natural ingredients.
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