Albert Bartlett is reaping the benefits of its “biggest investment to date” after its Marcia Cross Rooster TV campaign helped the company to a huge profit increase.
Pre-tax profit rose to £9.9 million in the year to 31 May 2010, up from £5.9m in 2009.
A marketing drive featuring Desperate Housewives star Cross, combined with a tie-up with Disney to feature Toy Story 3 characters on-pack, is credited with improved performance at the business and catapulted the Rooster brand to No 24 in the Kantar Top 50 Scottish Brands.
The Rooster campaign, which hit screens across the UK and Ireland during primetime shows including The X Factor and Coronation Street, doubled penetration of the brand to 16 per cent of UK households, delivered volume and value growth of more than 100 per cent and took market share to five per cent,
Turnover at the Scottish business fell from £149.2m in 2009 to £136.3m this year, accounts filed at Companies House this week reveal.
The directors’ report said: “The directors found the trading performance of the group to be satisfactory given the economic conditions experienced throughout the year. The external market remains extremely difficult as major retailers continue to battle for market share. Supermarket core own label remains the company’s largest volume area of business and remains hugely important in delivering quality, service and innovation to our customers.
“However, the area of premium own label and brand continues to be a growing share as a result of variety innovation and increasing consumer loyalty in the area.”
The statement also said the company’s work could benefit the potato industry as a whole: “Innovation and consumer advertising is building value and attracting new and younger consumers to the fresh potato fixture which will build strong consumer base for the long term benefit of the category.”
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