I was pleased to read this week that Nestlé UK has launched a new campaign for confectionery brand Rolo, inspired by the chocolate’s original line, “Do you love anyone enough to give them your last Rolo?”.
I considered it as another one of those touchstone moments for forty-somethings until I read that the campaign ran for 22 years, which covers a few more people with my chocolatey sense of nostalgia than I originally thought.
There are five new videos that, according to Nestlé, explore ‘the tension between whether to eat your last Rolo or to share it with a loved one’, an issue I’ve grappled with for longer than you may care to tolerate.
Here’s the first video, inspired by one of my favourite films from last year, Gravity.
The next one seems inspired by the Tom Hanks film Castaway …
This rather more romantic clip, a departure from the film-inspired adverts so far, is a nice touch. I like it because it speaks to ordinary people who incorporated a piece of marketing into their lives and made it their own.
The woman in the next advert clearly has her priorities in order (and he needs a decent meal).
This final ad (my favourite because, at heart, I’m like a Rolo in a warm pocket) tugs at our emotions and rounds up what I think is a good, mixed set of commercials to push Rolo back into the minds of ever increasing chocolate-loving nations.
I’m at the Speciality & Fine Food Fair in London next Tuesday, so I’m getting my batteries and memory cards together and hope to see and talk to lots of you.
Believe it or not, this is the 15th edition of the show, and incorporates the Speciality Chocolate Fair as well as the two main theatres, Fine Food Forum and Speciality Chocolate Live. At the start of July 2014, I read that exhibitor space had already sold out, so more space was released to accommodate demand. This will see producer numbers exceed 650.
It’s a great opportunity to network with people in artisan food and confectionery, who I don’t get to see as often as I’d like. As well as the industry ‘giants’, I’m looking forward to meeting many small producers and those who are just starting out. The last time I was here was 2010, so I think I have a bit of catching up to do with some old favourites and those who have grown their business over the last four or five years.
There will also be ample opportunity to sample some new and interesting food and drink products, and the Trussell Trust is making sure that food wastage from the three-day event is put to good use. The charity will be running a food collection service during the Fair and any leftover goodies will be sent to food banks close to Olympia Grand.
I’ll be catching up with Donatantonio and Olives Et Al, as well as a host of others, discovering new innovations in food and packaging. If you fancy a chat while I’m there, drop me a line and we can arrange to meet up.
On the day, I’ll be using the Speciality & Fine Food Fair hashtag of #SCF14 and will be tweeting from @ShaunFoodBev. Hope to see you there!
You have probably read by now that UK supermarket Tesco is removing sweets and chocolates from checkouts across the UK.
I love a bar of chocolate, but even I see that running the ‘confectionery gauntlet’ isn’t good for me, so this has to be a positive step in the battle against obesity. Everything in moderation, hey?
Kantar Worldpanel sent me some interesting statistics about the British confectionery market, which I’ll share with you.
- The total British ‘take home’ confectionery market (confectionery that’s bought in stores and taken back to the home) is worth £3,344,930,000 (52 weeks ending 27 April 2014).
- Confectionery purchased on-the-go and eaten outside of the home is worth £464,140,300.
- The total take-home confectionery market in Great British grocers is worth £2,824,328,000.
That’s a lot of money and a lot of chocolate. Time will tell if Tesco’s decision will affect sales. Of course, that shelf space has to be filled with something else. At my local Marks & Spencer, there’s a mix of options that includes chocolate, sweets, crisps, nuts, seeds, dried fruit and hand gel. All options seem to be at child’s eye level, but Tesco has said it will change its policy in this regard, too.
Fruit would be good, and perhaps bottled water. I’d love to see a small fridge at the checkout that contains milk, as I nearly always forget it!
So, are you more likely to buy chocolate if it’s at the checkout, or is it already in your trolley by the time you get there?
I’m a football fan, so please indulge me for a few paragraphs. Dunkin Brands, which recently signed a multi-year sponsorship deal with Liverpool Football Club, has launched a mini competition.
The gist of it is that LFC fans are being asked to name a special doughnut that celebrates the sponsorship deal, which will be unveiled in July.
I have a few suggestions, and will resist the temptation to be cynical about the players consuming too many doughnuts from now till the end of the season.
A jelly filled doughnut could perhaps be a Jam Molby, as Jan Molby seemed blessed with the girth to match a confection habit during his tenure as a technically gifted midfielder in the 1980s. I might also suggest a Phil Babb doughnut, called a Babbling Glazed Ring perhaps, as he often left a gaping hole in defence.
My favourite would have to be a combination of two companies that operate under Dunkin’ Brands – Dunkin’ Donuts and Baskin-Robbins – the Baskin-Rodgers Cat with the Cream filled doughnut, as Liverpool Football Club may very well bask in the glory of fresh achievements under the tenure of arguably its best manager since Rafael Benitez left the club a few years ago.
“Liverpool Football Club is one of the most storied and successful clubs in England, with a tremendous following all throughout the world,” said Dunkin’ Brands’ John Costello. “As soccer’s popularity in the US continues to accelerate, we are excited to leverage our partnership with LFC in fun, innovative ways to continue to grow our brand awareness and enhance customer loyalty. Giving people the chance to name our first donut inspired by Liverpool Football Club is a unique and exciting initiative, and just one of a number of ways we hope to engage with Dunkin’ Donuts guests and soccer fans throughout the country through this partnership in the coming years.”
I read about socially responsibility endeavours all of the time, most that revolve around limiting climate change or addressing the needs of those in disaster zones.
This morning, I read the refreshing news that Nestlé UK & Ireland has created something called a ‘reminiscence pack’ that includes packaging from its vast archive of confectionery products, to help trigger happy recollections among those with dementia or memory problems.
“Even something as simple as an old sweet wrapper can bring back vivid memories from a happy time,” said Alison Cook of the Alzheimer’s Society. “This activity helps carers and loved ones to engage with people with dementia in a positive way, and has the potential to improve the quality of life for the 800,000 living with dementia in the UK.”
Last year, I saw something similar on TV, where a vintage ‘street’ was created to help sufferers of dementia remember how things were when they were younger.
The cynics may see this as a strange sort of marketing, but I can’t help but see the good in this; that some of our fondest memories are forged from the things that excited us when we were children: a finger of fudge, the plastic letters at the end of a tube of Smarties, the crumbling chocolate when you bent a Curly Wurly, or how you had to prise apart sticky Fruit Polos before you could devour them.
In years to come, we may remind our aged population about Angry Birds, Coke Zero and Chai Pods. Let’s start storing the boxes and wrappers now.