Retailer Tesco is launching a new ad campaign for its venture brand Llama’s snacks.
The launch kicked off at the weekend in conjunction with The Sun newspaper.
The marketing tie-up offered a free pack of Llama’s snacks to every reader of the tabloid and will also see the snacks range feature in a weekly column and other outdoor media space.
Tesco launched the Llama’s range in March in a bid to “shake up the savoury snack aisle” with its South American llama character who is “big on taste and low on patience”.
Other examples of Tesco’s venture brand strategy include Parioli Italian food, feminine care brand Halo and ice cream range Chokablok, which also extended into chocolate this year.