Wax tasked with integrated campaign for Ambrosia

Ambrosia has launched a campaign to promote the new range of Ambrosia Rice snack pots. The ‘Devon knows it’s unbelievably good’ campaign has been created by integrated promotional marketing agency Wax Communications. The Ambrosia Rice Tour will run throughout the summer months until September.

Caroline Jary, brand director desserts comments, “Ambrosia is benefitting from its biggest ever investment this year. By launching this new range and communicating our “unbelievably good” messaging about Ambrosia rice’s naturally low fat content and delicious creaminess, we anticipate a year of significant growth for Ambrosia.”

Launched in March 2012, the new Ambrosia Rice pots are a healthy and convenient snack available in 5 different flavours (Apple, Strawberry, Devon Custard, Chocolate and Original) that are creamy but naturally low in fat. The Wax-developed campaign will run for a total of seventeen weeks and will include twenty-four guerrilla sampling days, sampling at Sainsbury’s, ASDA and Tesco, as well as two international events – the Sunderland International Air Show and the International Bristol Balloon Fiesta.

Matt Tabb, managing director at Wax, says, “Rice snack pots are an exciting new innovation from Ambrosia which will help it appeal to a whole new generation of consumers. They asked us to create an unbelievably good awareness-building campaign that brings snack pots directly to families and gives them the opportunity to enjoy the new Ambrosia range . We are using a number of channels to raise awareness, maximise impact and boost sales.”

In addition to Wax’s campaign, Ambrosia Rice snack pots will appear on TV, outdoor sheets, press, online and in-store activity. The aim is to build awareness of the new variant and encourage people to sample the snack pots.