Tilda | Company Profile, Marketing Contacts, Media Spend, Brands
Tilda, based in Essex, UK, Tilda is a leading importer and retailer of Basmati rice from India.
|Main Telephone||01708 717 777|
|Main Fax||01708 717 700|
Tilda ContactsContacts (5)
|Lesley W.||Marketing Director||Essex|
Sample of Associated Brands
|Lena S.||Marketing Manager||Essex|
|Dilip S.||Commercial Marketing Manager||Essex|
|Nikhil D.||Senior Brand Manager||Essex|
|Gill W.||Head, International Marketing||Essex|
|Tilda - Rice||*****|
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Social, Experiential Opps: Tilda owner ups marketing spend to drive household penetration
Subject: Social Media, shopper, online, digital, events, millennials, mums.
Company: The Hain Celestial Group, a leading organic and natural products company with brands such as , Terra, Lima and others.
Opportunity: Following the £80 million Orchard House in December, Hain Celestial plans to reinvest $100 (£62m) in cost savings over the next three years to grow consumer awareness and double its household penetration.
A move to address its slowed growth within the crowded specialty/healthy foods market, it is likely that the company will put a portion of that directly into our market. Hain has already been focused on amplifying its presence here over the last year (research here). Targeting millennials, the group will rely on social media and experiential tactics to create brand loyalsts, while staying away from TV advertising for now, Irwin Simon said during the Q2 earnings call.
Planning should be underway soon, as the company has a fiscal year that ends on 30 June. So, female-focused experiential and digital sellers should focus on the nearly integrated and recently acquired brands Mona and Orchard House, in addition to established British brands Tilda and Ella’s Kitchen. Also, look at European brands such as Natumi, Lima, Danival, JOYA and Terra.
Media Spend: The company uses a combination of trade (promotion, feature, cooperative advertising & distribution catalogs) and consumer promotions (direct mail, social media, sales promotions, trial use programs). Also the company uses in-store product demonstrations and sampling in the club store channel. Sponsorship programs are an area the company uses to create brand awareness, as well.
Digital Breakdown: Hain’s display ad presence was much higher last year than years before, centering on female focused parenting and home/garden publishers. A total of 173 publishers ran Hain ads last year, according to Moat UK. Top sites included parents.com, enjoygram.com, familycircle.com, shopshirestar.com and keepcalm-o-matic.co.uk.
Note that 70% of last year’s impressions were placed programmatically, with most activity taking place during the first half of the year.
Competitive Space: While most of Hain’s UK sales come from branded products, a large portion stems from own label that puts Hain Celestial against Tesco's, Sainsbury's and Waitrose own labels as grocers have drive up investments in natural and organic as the market remains highly competitive.
Agency Roster: Hain Celestial has an in-house media team and works with various shops for creative, but reviewed its Tilda creative account last April as it anticipated higher marketing spend looking ahead. .
The Hain Celestial Group
Unit 23 Britannia Estate Leagrave Road Luton, LU3 1RJ, 44 1582 401177
Mr James Skidmore
Managing Director , Orchard House
Ms Fiona Frossell
Commercial Director, Orchard House
Ms Lesley Woodwood
Marketing Director, Tilda
01708 717 777