R&R Ice Cream has taken its new Nestlé Minis range direct to shoppers through an outdoor launch campaign on JCDecaux retail sites with media planning and buying through the7stars and Kinetic.
The targeted activity, which launches this week for a six week period, includes activity across the JCDecaux retail portfolio across the UK connecting with consumers in the supermarket environment as they shop.
Launched this month, the Nestlé Minis range introduces smaller versions of Nestlé Ice Cream products Fab, Milkybar and Nobbly Bobbly and is R&R Ice Cream’s biggest retail launch this year.
The Nestlé Minis campaign will include 1000 sites including point-of-sale, malls and roadside proximity 6 sheets.
The launch of the product is expected to generate retail sales of £7m in its first year.
Charlotte Hambling, Senior Marketing Manager at R&R Ice Cream UK Ltd, said: “The launch of these iconic Nestlé brands in the mini ice cream format is a hugely incremental opportunity for the category and working with our media partner the7stars we have chosen to support the range with outdoor 6 sheet media to create some mass reach awareness as close as possible to point of purchase which will connect with our core audience of mums.
“The range will be further supported in store with point-of-sale activity which will complete the shopper journey.”