Essential reading for retailers and suppliers in the home improvement market

VARTA Batteries has its moment in the Christmas spotlight

Published: 20 November 2017 - Kiran Grewal

VARTA Consumer Batteries is launching a £1 million Christmas campaign, an investment that will see the challenger brand reach a UK audience of 22 million* this festive season.

The campaign, led by a TV advert, which will air for the first time on 22 November, represents a significant investment by the brand to support battery sales during a peak purchasing period. The multi-channel TV campaign includes a high profile spot during ITV’s flagship winter programme ‘I’m a Celebrity… Get Me Out of Here!’.

Investment in the advert is a bold move by VARTA to join the list of leading brands competing for consumer attention this Christmas. To resonate with festive audiences, VARTA has created an advert that demonstrates how its batteries have been behind some of the most memorable Christmas moments in a young boy’s life, while reminding us of our own.

The ‘Max and the Train’ advert shows how German-made VARTA batteries have been making Christmas extra special across the decades. Following the young protagonist, Max, and his favourite VARTA-powered toy train, we see how VARTA batteries have been the hidden heroes behind many of our favourite Christmas moments – from the 1980s to the present day. It’s a nostalgic and sentimental theme that is sure to pull on viewers’ heart strings as we enter the festive period.

VARTA Trade Marketing Manager of UK & Ireland, Natalie Carney, commented: “The significant investment we have put into this campaign reiterates our commitment to the UK market. The Christmas period is a competitive time for advertising but, as a challenger brand, we’ve not been afraid to tell our story and come up with a creative that will really resonate with consumers. The advert is designed to raise awareness of the brand in this key trading period, highlight our current stockists and act as a handy reminder to shoppers to stock up on batteries so they can continue to power their own Christmas moments.”

The campaign will appear across Channel 4, ITV and Sky, generating an estimated 22 million* impacts. The advert was created by Refinery and directed by Richard Oliver from The Gate Films.

Creative Director at Refinery Nick Burton, added: “With Max and the Train, we’ve created a story that goes against category convention. We’ve done this by showing the emotional side of the product, demonstrating that, over the years, this is a brand that’s helped provide a great number of lovely family moments. Moments we hope will resonate with viewers.”

The TV advert was planned and bought by Vizeum Manchester. Business director at Vizeum Manchester, Lee-Anne Salisbury, said: “TV provides VARTA with the perfect platform to build brand fame and engage with families at scale, with competitor activity traditionally strong around Christmas, it is essential that we communicate VARTA’s strong brand values by deploying a highly visible campaign with a message that resonates.”

VARTA stockists include B&Q, Dunelm, Amazon, Clas Ohlson and Screwfix.

*figures based on estimated viewing figures

 

 

Source: Varta Consumer Batteries

Comments


(Your email address will not be published)
Already Registered?
Sign In
Not Yet Registered?
Register
Printable View E-mail Bookmark
*

What do you think?

With all the extra social distancing measures retailers have been forced to put in place, floor planning, product positioning, creative merchandising and POS displays are more crucial than ever.
But which of the following product categories do you feel are the most challenging to merchandise?








Latest reader comments

re: A guide to construction safety for home builders

Daniel Wood
Safety should always be the first priority. If followed properly, these precautions are all we need to tackle all unwanted accidents. I ...

re: Further Homebase closures ahead

Shaun Collorick
Cheltenham homebase has closing down signs outside, but not Gloucester homebase.... Yet!...

re: B&Q sales slide, as Screwfix decision to exit German market costs millions

B&Q bob
No surprises from us on the shopfloor management paralysed by fear of jobs and to weak to take chances so bumble around. Ranges boring, and ...

re: Further Homebase closures ahead

Miss l'a tesha gc Wilson
Please keep me updated regards all Store closures Thank you...

re: Graham Bell to head up B&Q as part of Kingfisher reshuffle

Peter Earl
I HOPE GRAHAM BELL THE NEW CEO OF B&Q GETS TO GRIPS OF THE COMPANY VERY SOON.MY WIFE WENT FROM SHADOXHURST TO GILLINGHAM TO GET SOME ...