In the news release, The Food Fight is Over: TUMS® Declares It
is Time to Love Food Back, issued 02-Jun-2022 by GSK Consumer Healthcare over PR
Newswire, we are advised by the company that the links for
TUMSworthy.com were updated to the correct websites in three
instances throughout the release.The complete, corrected release
follows:
The Food Fight is Over: TUMS® Declares It is Time to Love Food Back
After Over 10 Years of Fighting the 'Food'
Fight, America's #1 Heartburn Brand* is
Now Empowering Fans to Flaunt Their Love for Food
WARREN,
N.J., June 2, 2022 /PRNewswire/ --
GlaxoSmithKline (LSE: GSK) (NYSE: GSK) – Go ahead and revel in that
ramen, indulge on pizza and savor even the sauciest of wings
without fear. After more than a decade spent helping consumers
fight back against heartburn caused by their favorite foods,
TUMS®, America's #1 heartburn brand*,
is waving the metaphorical white flag to encourage consumers to
give up the food fight and "Love Food Back" instead, no matter the
meal.
Hinging on the emotional connection people have for their
favorite foods, the iconic brand is pivoting to reposition itself
as a food ally instead of an enemy. Rather than fighting against
food, the refreshing new campaign leans into the undeniable love
many have for their favorite meals and makes way for everyone, from
fervent foodies to everyday munchers, to pursue their food passions
without fear of heartburn.
"Our insights show the love people have for food is very real,
making the transition to now embrace those positive feelings with a
refreshed identity as essential to our mission," says Amy Sharon, Brand Director at TUMS®.
"This metamorphosis brings the concept of loving food with
TUMS® to life not only through brand creative, but by
also calling on our fans to join in on the fun and show off their
admiration for the foods they can't – and don't have to – live
without."
"Love Food Back" creative will be reflected in new broadcast,
digital and sports stadium media spots, as well as supported
through social. Additionally, inspired by stadium kiss cams, the
brand has launched a TUMS® Cam Sweepstakes that gives
food lovers nationwide the chance to win tasty prizes, including
the ultimate foodie destination trip for two.
"Love Food Back" Advertising
The refreshed creative
features a new take on how TUMS® wants consumers to view
their relationship with food – one that heartburn has put to the
test – by showcasing love stories between lovestruck individuals
and giant, anthropomorphic foods. For example, the launch spot
follows a spicy chicken wrap dramatically racing through an airport
to share one last moment with a loved one before they board a
plane. The two are able to share a loving embrace before departure,
thanks to TUMS® fast heartburn relief.
This passionate, pseudo-romantic narrative is quite the contrary
to the brand's longstanding 'Food Fight' creative, depicting
visuals such as a face-off between mozzarella sticks in a boxing
match or grappling with bacon in the backseat of a car. "Love Food
Back" dials up the emotional relationship between consumers and
their beloved foods in a humorous and memorable way that everyone
can relate to.
Consumer Engagement
TUMS® will also show
off consumers' love for food with the rollout of a fun, interactive
TUMS® Cam experience. Launching in St. Louis Cardinals
Busch Stadium and New York Mets Citi
Field and replayed in select minor league baseball stadiums
thereafter, the TUMS® Cam is a delicious twist on the
classic stadium kiss cam, with those captured on camera encouraged
to share a passionate moment with the food on hand.
Fans outside of stadium walls will be able to engage in the
TUMS® Cam as well by showing off their love for
#TUMSworthy food and snacks as part of a TUMS® Cam
Sweepstakes**. From now through June 27, food lovers can visit TUMSworthy.com to
participate by simply submitting a photo or short video of
themselves enjoying and expressing their love for a favorite food
or snack for a chance to win tasty prizes. Participants may also be
chosen to have their entry featured in upcoming TUMS®
Cam footage airing in select minor league baseball stadiums across
the country.
The Grand Prize Package includes an all-expenses-paid trip
inclusive of travel, accommodations and meals for one winner and a
guest to three top foodie destinations of choice from a list of
pre-selected cities in the U.S., including New York City, Chicago, San
Francisco, New Orleans,
Los Angeles, and Seattle.
In addition to the Grand Prize, five First Prize Winners will be
selected at random to receive a $250
gift card to purchase food from their favorite local restaurants
and 10 Second Prize Winners will receive a $50 gift card to enable them to enjoy a meal, as
well. All winners will receive TUMS® samples and branded
swag.
Finally, to further celebrate food love, TUMS® is
bringing the TUMS® Cam to select food festivals this
summer to engage with consumers directly as they enjoy delicious
local offerings. In partnership with local food trucks,
TUMS® will create the ultimate #TUMSworthy meal for
festival-goers to taste, along with samples from the brand and
TUMS® swag, perfectly suited for the greatest of food
lovers.
For official sweepstakes rules, please visit
TUMSworthy.com. For more information on TUMS®,
visit TUMS.com.
About TUMS®
TUMS® Antacid
Tablets and Chews offer tasty heartburn relief that goes to work in
seconds so you can savor the moment. These chewable antacid tablets
provide multi-symptom relief, including heartburn, sour stomach,
acid indigestion relief, and upset stomach relief associated with
these symptoms. TUMS® antacid tablets are the #1
recommended antacid brand by doctors, pharmacists and OBGYNs.
TUMS® is America's #1 antacid* with a
wide variety of flavors and formats that offer something for
everyone.
About GSK Consumer Healthcare
GSK Consumer Healthcare
combines science and consumer insights to create innovative
world-class health care brands that consumers trust, and experts
recommend for oral health, pain relief, respiratory and
wellness.
*TUMS is indicated for the treatment of occasional
heartburn only.
**NO PURCHASE NECESSARY. Void where prohibited.
Open to legal residents of the 50 U.S. and D.C. 18 years or older
and age of majority. Begins 06/02/2022 at 12:00:01
p.m. ET and ends on 06/27/22
at 11:59:59 p.m. ET. Prize/Odds:
Total ARV of all prizes up to $15,046.25 in the Sweepstakes and $447.50 in the Contest. Odds of winning depend on
the total number of eligible entries received. Subject to Official
Rules located at TUMSworthy.com. Sponsor: GlaxoSmithKline
Consumer Healthcare Holdings (US) LLC, 184 Liberty Corner Rd,
Warren, NJ 07059
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SOURCE GSK Consumer Healthcare