DICK Smith Foods is aiming to launch a campaign for its biscuit range, but will have to wait until it has re-stocked after the range sold out.
Following the heavily publicised legal battle Smith is having with Arnott’s over the name Temptins, sales across the entire Dick Smith Food range have soared, according to MD Pierre van Heerden.
“The demand has been phenomenal—it’s not only for Temptins and the biscuits but across the entire Dick Smith range,” van Heerden said.
“People have been going to the supermarket and finding the biscuits out of stock, but they are hunting down other Dick Smith products because they have heard about them.”
Van Heerden remained tight-lipped about the theme of the commercial, which was developed by its newly-appointed agency, PattersonPartners Adcafe.
It is believed the campaign, including TVCs and press, may leverage the battle for the Temptins name, although van Heerden said the concept was developed before legal proceedings began.
“I won’t say what is in the ad but it will have cut-through,” van Heerden said.
“Because we have a small budget it needs to have impact.”
He described the campaign as being of medium spend and said the length of the campaign would be determined by consumers’ reactions.
“We don’t have the same budgets that large manufacturers have so we’ll keep a close watch on sales.”
