Advert puts firm in top spend list
Monday 7th September 2009, 5:30AM BST.
In its latest advertising campaign, dairy giant Muller turned to the rolling hills and lush green grass of the Shropshire countryside to emphasise its local credentials.
It shows milk travelling from across the county to its factory in Market Drayton.
And new figures reveal Muller boasted the second biggest grocery advertising expenditure in the country in the last year.
Expenditure went up by 2.2 per cent in the 12 months to June 30 among the top food and drink advertisers, according to a study published in The Grocer.
The top 100 fast-moving consumer goods advertisers increased their spend, despite an estimated 15 to 20 per cent fall in the cost of advertising.
While the “fast-moving goods sector”, which comprises items with a limited shelf-life, as a whole cut advertising outlay by nine per cent to £966 million, more than 50 per cent of the top 100 increased spend, the research by Billetts revealed.
The biggest advertiser was Special K, with Kellogg’s increasing spend by eight per cent to £21.6 million. Second-placed Muller’s expenditure rose 12.4 per cent to £19.2 million, while Coca-Cola, in third, spent £15.9 million – 21 per cent more than last year.
Dairy Crest, which has a creamery in Crudgington, launched its John Lydon-fronted campaign for Country Life, adding £3.7 million to the previous year’s £2 million advert spending.
Shropshire Star on Twitter
Keep updated with the latest breaking news and content on our Twitter feed.
Lifestyle
Interactive Dining Out map
Hundreds of reviews by the Shropshire Star and Express & Star's teams to help you decide where to eat.
Entertainment
All the film reviews
Before you plan a trip to the pictures, get our critics' verdicts on all the latest movie releases.
OUR NEW APP
Get the new Shropshire Star app
Download the Shropshire Star’s new app to your iPad or iPhone to get one week of access to our digital newspapers absolutely FREE.
shropshirestar.com
Popular sections
Useful links
It’s nice to see Shropshire promoted through a major brand like this, but the cynic in me knows that the reason 90% of their milk comes from within 30 miles of the dairy is 100% down to cost/profit and not a green agenda. Still, it’s a happy side effect so we shouldn’t complain… but if it was cheaper to import milk from Poland then I’m sure that’s what would be happening instead.
Report abuse