With snacking tomatoes being an important growth segment within the Tomato category, Costa has launched its new creative campaign for Perino Naturally Sweeter Snacking Tomatoes.
The ‘Snack Attack!’ campaign positions its naturally sweeter snacking tomatoes as a delightful, flavoursome and healthy choice for snacking, with animated Perino tomatoes infiltrating everyday snacking moments with their one-of-kind taste and first-class quality. The campaign also reveals Perino’s upcoming rebrand aimed to differentiate the product and inspire future growth in the segment through extending consumer usage occasions.
The strategic choice to rebrand was built off consumer research and insights revealing that the lack of clear differentiation between tomato varieties hindered consumer’s ability to make more informed choices and build brand loyalty. Kylie McKnight, Marketing Manager - Tomato Category explains the increasingly important role that branding plays in future growth of the produce industry and Costa.
“With insights pointing towards growth in the premium snacking tomato segment, we felt it was the right time to build a strong brand foundation and brand pillars for Perino. This comprehensive brand strategy and communication campaign aims to raise awareness, build familiarity and cement Perino Naturally Sweeter Snacking Tomatoes as consumer’s preferred choice.”
The campaign launched organically across Facebook, Instagram and YouTube in December with a Summer entertaining ‘Snack Attack’ and the lead up to back to school sees a lunch-box Perino infiltration, and the campaign expanding to Out of Home shopperlite and paid YouTube pre-rolls. The new brand and packaging will be rolled out through Coles in the coming months.
The Perino range is exclusive to Coles.
For more information: 
Kylie McKnight
Costa Group
Tel: +61 03 8363 9087
Email: kylie.mcknight@costagroup.com.au
www.costagroup.com.au