Lane Media were briefed to deliver a creative and innovative media strategy to deliver cut-through vs. their competitors with the introduction of the newly created Border Biscuiter characters. The ambitious brand are looking to double in size within 5 years, by increasing sales South of the Border.
Customer profiling identified our target shopper as the discerning and demanding ‘savvy treaters’ – ABC1 females aged 45+ expecting more from their cherished biscuit treat.
Our multimedia strategy, with creative by Guy & Co, was led by TV, supported by placement in national press, VOD, supermarket posters, paid social and trade magazines and their respective websites.
30 and 10 second adverts were strategically placed on the highest-indexing TV channels for the core target audience. This approach was supplemented with several cost-efficient placements in national press, enabling all the Biscuitier characters to be introduced alongside varying Border Biscuits SKUs. Video content was amplified via social channels and innovative use of ‘pause’ adverts on VOD platforms.
The campaign delivered significant impact in both awareness and most importantly, bottom line contribution. Our campaign delivered the highest prompted advertising recall of all biscuit brands tracked in research, spontaneous brand awareness jumped 6% post campaign and spontaneous advertising recall equalled that of McVities, whose campaign was live at the time of research with a significantly higher budget.
Most importantly, the campaign also helped to deliver significant sales growth South of the Border, where distribution points increased by 12.6% year on year.