Republic Technologies (UK) Ltd is supporting its matches range with a campaign involving celebrity chef Tom Keridge.
The news follows the brand’s decision to relaunch its entire matches range to include new packaging, and category-boosting NPD for the Swan matches brand in the form of a pocket-size Swan match.
Gavin Anderson, general sales manager at Republic Technologies, said: “The relaunch of our matches range will reinvigorate the UK’s £23+ million matches market, and give retailers, cash & carries and wholesalers an opportunity to boost sales from the tobacco accessories category.
“With this latest investment in the range, we’re demonstrating our commitment to supporting our market-leading matches, re-energising a category where sales have been declining and both innovation and creativity had diminished.”
The consumer campaign includes emphasis on the Cook’s, Bryant & May and Swan brands.