Delivering end-to-end campaign planning and management for a cream cheese brand

Challenge

Plan, buy, manage and evaluate a cross-retail shopper campaign to drive awareness of the brand's health credentials in January; tapping into shoppers aspirations to be healthier at this time to drive penetration.

Campaign highlight

5 new touch-points were activated by the brands team including: location targeted mobile, ATM advertising, digital 6 sheet posters, adserved banners and FM activity as a result of our innovative planning approach and data driven media selection rationale.
 

Approach

We began by defining macro-challenges associated with this campaign, as well as outlining relevant shopper mind-sets to target.  In sum, the brand needed to recruit shoppers that were avoiding the category due to negative health perceptions, as a priority.  During a time when many brands were shouting about health credentials, leveraging this brand's equity was key, particularly in reassuring the shopper on the taste of their cream cheese and the health benefits along-side it.  Securing branded media out of category was therefore crucial to success  Chilled category benchmarks (200+ control versus exposed store studies) were reviewed within planning to unlock the most effective campaign.  

Campaign Statistics

56m
Impressions across 4 key retailers


4.7%
Sales Uplift across 2 priority retailers


7.2%
Media efficiencies unlocked across the campaign