Randoms in Jedward tie-up

20 August, 2010

Nestlé Confectionery has enlisted X Factor stars Jedward and a giant gnome to promote its Rowntree’s Randoms sweets brand.

The Randoms’ Foamy Gnome on the Roam campaign will see a 150-ft gnome-shaped hot air balloon visit events across the country to hand out free samples to promote the brand’s new 195g sharing bag.

The bag contains 10 new Randoms shapes including foamy jigsaw pieces, padlocks and diggers.

Jedward were on hand to launch the balloon on its inaugural flight.

Graham Walker, Nestlé’s UK trade communications manager, said: “As fun and crazy 18-year-olds, Jedward embrace the brand’s mission to let your random side out, and we’re sure they’ll appeal to the brand’s young adult audience.

“The sharing bag category is worth £757 million and is outperforming the total market – up 91% in value.

“Retailers are advised to take advantage of this growth by stocking the new Randoms sharing bags in high- traffic areas.”?The John half of Jedward added: “Launching the Foamy Gnome on the Roam tour is by the far the most random thing we’ve ever done.

“We’re massive fans of the sweets and are now desperate for Rowntree’s to consider making our quiffs into one of the hundreds of sweet shapes.”?The sharing bag of Randoms has an rrp of £145.

Randoms is also available in 50g packs with an rrp of 41p.




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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