Mission

A national multi-brand consumer campaign is developed by the working group Campaign on a two-yearly basis. This initiative is one of the means BABM has at its disposal to support and defend A-Brands.

The working group, composed of marketing specialists, has build a tradition of working with renowned advertising agencies to develop the campaigns. At each edition, BABM receives a considerable amount of free media space, both in audiovisual and print, and specialised agencies take care of the media allocation and post test of our communications.

Each campaign is submitted to the Board for approval and later to the entire membership for comments and possible alterations. Once the material is finalised, all members are given the possibility to participate in the campaign with a logo of one of their brands. Participating logos usually appear at the end of the spot in groups of non competing brands. Participation to campaigns is free, except for a fee covering technical costs of insertion of a logo.

Objectives

• To promote and valorise A-brands towards consumers through a multi-brand approach
• To highlight the added value of A-brands (in terms of quality, security, innovation, packaging, ecology...) towards the public
• To reinforce the A-brand equity and top of mind position with consumers
• To emphasise the economic role and value of A-brands within our society in general, and towards the media in particular