Cadbury to step up its spending on media as it restarts full supply

Cadbury Trebor Bassett has announced it will be stepping up media expenditure after restarting the supply of seven products recalled after a salmonella scare at one of its factories.

It said it would start with the return of Cadbury’s sponsorship of Coronation Street followed by pound;7m of additional TV and poster advertising. It also said its NPD programme planned for this autumn would be delivered on schedule and details would be released during the next few weeks.

Cadbury Trebor Bassett said the Foods Standards Agency (FSA) had confirmed that it believed the action that was taken to recall the seven products was proportionate. The confectionery company added it was continuing to work closely with the FSA and relevant local authorities and that all tests conducted on its products and factories had shown no sign of contamination.

Mike Tipping, head of customer relations at Cadbury Trebor Bassett, commented: “We apologise for any interruption that this recall may have caused to our customers and wish to thank them for their support and loyalty. Again let us reassure you that we are taking all the necessary steps to assuage the concerns we have created among our customers and consumers.

“As we get back to ‘business as usual’ we are confident that the pound;7m increased media expenditure and the exciting NPD planned for the autumn will have positive effects for the business of our customers.”

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