Leading integrated media planning and buying agency, Arena Media, has won the £3m Ricola account following a competitive pitch against three other agencies.
Ricola has been manufacturing innovative herbal sweets since it was founded in 1930, in the Swiss Alps.
The new Ricola campaign will launch in the New Year as the brand invests £3m on TV advertising across 2013 from an overall marketing budget of £5.5m.
The campaign marks a move back to TV advertising for the Swiss confectioner, following impressive year-on-year sales growth. All media will be planned and bought by Arena Media, with creative work being produced in-house.The new campaign will highlight Ricola as the sweet with a natural mouthwatering taste that epitomises the Swiss Alps. The campaign will target upmarket 35-64 year old woman and will launch with a roadblock of programmes on Sunday night.Andy Richman, Ricola Country Manager for UK and Ireland, commented: “Arena Media was selected for their focused approach, consumer understanding and their stand out creativity. We were impressed with their strategic creative thinking, which we know will help us continue to grow our brand in 2013 and beyond. We look forward to working with the team.”Pedro Avery, Managing Director at Arena Media, added: “We are so pleased to have been chosen by Ricola to be their partner as they seek to build their brand in the UK! Ricola is another important win following ZSL just weeks ago. Having not advertised above the line for the past couple of years, this is a great opportunity to make a big impact and bring back the iconic sonic branding!”