Nescafé Collection is embarking on a £2.7m campaign, which includes repeating its Classic FM partnership for a second year.
The activity, which begins this month, includes sponsorship of Classic FM Lunchtime Requests, Classic FM Live Concerts at the Royal Albert Hall, and involvement with the Classic FM magazine.
Graham Walker, Nestlé trade communications manager, said: "The Nescafé Collection will certainly be front of mind for our key 45+ top end consumers, who we know regularly enjoy cultural pursuits, such as classical music and the arts. Retailers should ensure they consistently stock up on the complete Nescafé Collection range, taking advantage of the longevity of this strong six-month campaign which is sure to increase sales."
The activity also includes a partnership with the Sunday Telegraph Seven supplement, sponsoring the arts pages for six months from April, launching online content through a micro-site in association with the Sunday Telegraph, and six-sheet and press advertising.
Will Government proposals to ban the display of tobacco in retail premises damage the wholesale sector?
