Warburton’s, the UK’s largest bakery brand, has become the first company to create a digital media campaign specifically for Broderick’s burgeoning digital media channel.
Broderick’s digital media makes use of 21” HD screens installed on vending machines in key locations, such as airports, universities and a variety of business and industry sites, turning the screens into advertising media during periods of down time.
‘Broderick’s gives brands access to over 50m ‘viewers’ each year and that number is growing constantly.’ John Broderick
Warburton’s will use Broderick’s to promote its range of snacks, ‘Warburton’s Escapes’. The campaign will run on 100 high-definition screens, fitted to vending machines operated by Broderick’s, a company recently awarded the accolades of ‘Best Operator’ in both the regional and the national categories of the Vending Industry Awards. ‘Broderick’s is a unique channel because it’s the only one that allows people to satisfy that impulse to buy immediately’, said Broderick’s MD John Broderick.
Warburton’s’ investment in this ‘exciting new digital media channel’ is seen as an indicator that the company recognises the growing importance of the vending sector, in which demand for healthier alternatives to ‘traditional’ snacks is growing.
Made from pitta bread and with 45% less fat than potato chips, ‘Warburton’s Escapes’ will be positioned in the Premium Sharing segment, which is worth 29.2% of the snacks market and is seeing continued growth. The snacks are available to vending consumers in a 40g, single-serve pack. The launch of Escapes earlier this year demonstrated Warburton’s continued commitment to growth in the snacks category. The company hopes to double the size of its snacks business over the next year to become a £10 million retail brand. Attracting new customers to the core bakery range is also a key aim for Warburtons Escapes, which is backed by over £2 million commercial investment, and ‘on-machine’ advertising is thought to be a crucial element of brand’s on going media mix.
Jonathan Warburton, Chairman of Warburtons, said ‘focusing on new sectors allows us to reach new customers, while also complementing our core bakery range and the products that families across the UK know and love.’
‘Broderick’s gives brands access to over 50m ‘viewers’ each year and that number is growing constantly’, said John Broderick. ‘Our HD screens feature on vending machines that are situated in areas of ‘dwell time’, for instance high-traffic areas in airports, such as around check-in desks. The public response to the machines has been very encouraging and the more astute brands have been quick to recognise the potential and take advantage of it.’
