Market leading heartburn and indigestion brand Gaviscon has teamed up with culinary experts Great British Chefs to help consumers embrace the festive season and enjoy some delicious winter dishes.
The brand and chefs will be collaborating on content, such as preparing Christmas food for the family, kicking off with handy advice on jazzing up an old festive faithful – the Brussels sprout. The activity will also be supported by digital and social media activity, including a competition to win a luxury Fortnum & Mason Christmas Tea Hamper worth £150.
The partnership forms part of a wider 360° marketing campaign which will see the brand investing £2.5 million in a new festive-focused TVC, radio spots, print advertising, out-of-home and digital paid search to drive awareness and penetration at this essential period for the heartburn and indigestion category. The campaign also involves detailing and point of sale materials in independent pharmacies.
Gaviscon Senior Brand Manager Anne Dawson comments: “We’re delighted to be launching our biggest ever campaign, which will help us to engage with heartburn and indigestion sufferers across multiple touchpoints. This will enable us to drive the relevance of the brand during the Christmas period where we see a rise in the consumption of rich festive foods.”
She adds: “Our partnership with Great British Chefs will help consumers fully embrace Christmas and all it brings. This is a key time of year for us and we want to let people know we’re here to help if they suffer from symptoms of heartburn or indigestion after some festive treats.”
The activation will cast the spotlight on Gaviscon Double Action, the brand’s hero product range, which is promoted as providing relief from both heartburn and indigestion and lasting up to twice as long as antacids.
