RAMONA’s is rolling out its first nationwide, out-of-home advertising campaign, hitting nearly 250 Sainsbury’s stores across the UK on Wednesday 19th January.
The posters aim to put the Mediterranean food brand on the centrepieces of tables across the UK, using the brand’s slogan ‘Made with love’ accompanied by an image of their staple ingredient.
The drive is accompanied by a full-page ad in the current issue of Sainsbury’s in-store magazine, which offers consumers a 25p off coupon to purchase any of RAMONA’s available houmous and falafel products.
The move comes after RAMONA’s range hit the shelves in over 300 Sainsbury’s stores in November last year, leading to a “very positive” uplift in sales, as claimed by the brand’s head of sales and marketing, Andrew Dobson.
“A national rollout was the next best step for RAMONA’s after entering Sainsbury’s last year,” he added. “We believe this activity will significantly raise further awareness of the houmous and falafel range available at our stores. Plus, with more and more people signing up to Veganuary each year, we knew there wouldn’t be a more poignant time to utilise this format which inevitably aids the decision-making process before purchasing. By using this platform, we aim to cause an even greater impact on sales. We knew positioning RAMONA’s, at this time, would help consumers transition their meals to become more plant-based and vegan friendly”.
RAMONA’s have spent a six-figure investment on marketing the available product range in the supermarket’s in-store magazine and national poster rollout this month. The decision to invest in this area of marketing was made easier after Sainsbury’s launched 1,900 new products in 2021 and began its mission to open between 25-30 convenience stores per year over the next three years, including 18 ‘Neighbourhood Hub’ convenience stores, according to their annual report and financial statement in 2021.
The push uses RAMONA’s vivid brand colours, featuring images of the available products and popular recipes, all helping to aid consumers with meal and snack inspiration.
Ramona Hazan, founder of RAMONA’s, said, “Many supermarkets are unleashing new vegan products for Veganuary. We are absolutely thrilled to be the first brand that shoppers will see when they come through the doors at Sainsbury’s this month”.
RAMONA’s will be advertising their range across 250 Sainsbury’s digital six sheets until Tuesday 8th February. The in-store magazine is on sale until Wednesday 2nd February. Coupons can be redeemed until the 28th of February.