Graham’s Gold Top
Challenge
Graham’s the Family Dairy, Scotland’s No. 1 Dairy brand, produce an award-winning range of dairy products which are all made using the finest Scottish ingredients. Despite their status as No. 1 Dairy and take-home food brand in Scotland, Graham’s are a ‘challenger’ brand in the rest of the UK. To grow their brand presence beyond Scotland, Graham’s used sales data to establish where sales were strongest outside of their heartland. London and the South East were identified as key regions for the brand to build on existing brand loyalty and gain standout.
Solution
Graham’s needed the fame and cut-through that only TV can provide, however budget limitations meant the campaign had to be affordable without comprising on impact. Through advertising on Broadcast VOD Graham’s could create a big screen experience through device targeting whilst also accessing top programmes, all within budget. The ITV ‘Business for All’ fund had launched to encourage first time advertisers to ITV. We successfully created the case for Graham’s inclusion in the scheme, which massively reduced the cost to reach our desired target audience. Our campaign ran for 6 weeks in the key sales period leading up to Christmas. More than 2.5m impressions were targeted to ABC1 main shoppers in London/SE over a condensed campaign window to maximise frequency. The VOD campaign, was supported by paid social media across a matrix of engaged audiences such as Mums interested in balanced diets and active lifestyles and Foodies, Bakers & Baristas interested in quality ingredients and recipes.
Results
34% increase in total website users YoY 38% increase in sessions YoY 2000% increase in the ‘Gold Top’ campaign landing page YoY The VOD campaign activity was tracked by ITV Elevate and saw considerable increases across all brand metrics vs. the control group. Brand awareness amongst those exposed is 36% vs 7% control group 17% exposed users indented to purchase vs 6% in the control group 7% exposed have purchased Graham’s Family Dairy recently vs 2% in the control GROUP
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