Scottish confectionary manufacturer John Millar & Sons has embarked on a new marketing campaign that targets Scotland’s local communities, to launch Millar’s new packaging.
The campaign will build on Millar’s existing customer base by reinforcing the Millar brand, whilst also encouraging trial. With listings in every multiple retailer the move aims to increase Millar’s market share, the company said.
The twenty different varieties of Millar sweets are available throughout Scotland, and include Pan Drops, Chocolate Eclairs, Chocolate Limes and Blackcurrant and Liquorices.
The campaign targets local media through competitions and sponsorship. One such competition launched was “Millar’s Wee Sweeties” which asked the public to nominate a person close to them who is a “Wee Sweetie” and their reasons for this.
More recently, radio sponsorship at a local level will be launched with “Chew it over with Millar”. Each day a different consumer issue is raised and listeners phone in to give their opinions on the issue. Shortly, Millar will also sponsor the letter pages of several regional publications, and children will be able to enter into the “Millar Thriller” competition for the best dressed at Halloween.
Gordon McKay, sales director at John Millar & Sons who has overseen the campaign comments:
“The Millar brand has always been a Scottish favourite but we have relied largely on the quality of the product to speak for itself. With increased opportunities for growth we decided to embark on a campaign to target what has traditionally been our core market and to reinforce our brand values.