birdseye field fresh march 2011. key campaign information environment/panels key campaign objectives...
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Birdseye Field Fresh
March 2011
Key Campaign information
Environment/Panels Key Campaign Objectives
485 48 sheets328 6 sheets
Drive perceptions that Field Fresh vegetables were just as good as fresh vegetables and increase sales
Other Information
Proximity Information
6 sheets – within 500 metres of a store48 sheets – within 1km of a store
77% 81%
Not Seen OOH Seen OOH
56% 72%
39% 62%
Polar Bear
30% More Vitamins
Field Fresh
The out of home campaign drove understanding of key messages
Prompted Message Recall
+5%
+29%
+107%
Q10b And which of these things can you recall from the Birds Eye advertising I’ve just shown you?Source: Clark Chapman Birdseye 2011
Product knowledge strengthened by out of home campaign
Birdseye Frozen Vegetables…
“are picked and frozen within hours”
65% 64% 77%Pre Post: Not Seen OOH Post: Seen OOH
Source: Clark Chapman Birdseye 2011
Q7 “I am going to read out some things other people have said when talking about BE frozen vegetables. For each one please tell me the extent you agree or disagree?”
Stronger brand equity amongst those who saw the campaign
Birdseye Frozen Vegetables…
“taste better than other brands of vegetables”
58% 56% 67%Pre Post: Not Seen OOH Post: Seen OOH
Source: Clark Chapman Birdseye 2011
Q7 “I am going to read out some things other people have said when talking about BE frozen vegetables. For each one please tell me the extent you agree or disagree?”
OOH driving brand appeal
47
37
65
51
…makes Birdseye more appealing …makes me more likely to buy Birdseye
Post: Not Seen OOHPost: Seen OOH
+38%+38%
Agree: The Advertising…
Source: Clark Chapman Birdseye 2011 Q11 “And looking at this advertising, to what extent would you agree or disagree that…?”
+1%Pre During Post
+9%
40
60
80
100
120
140
160
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26Week
Sal
es U
plift
Ind
ex
0.00
0.20
0.40
0.60
0.80
1.00
1.20
1.40
1.60
1.80
2.00
£
Sales Uplift Index (Test) Sales Uplift Index (Control) Price
ADVERTISED PRODUCTBirdseye Field Fresh
Source: Tesco, Morrison’s, ASDA (Based on: Birds Eye Field Fresh Broccoli 750g, Birds Eye Field Fresh Garden Peas 480g, 900g, 1.52kg & Birds Eye Field Fresh Steambags 540g (Carrot, Broccoli, Pea)
Proximity out of home drove sales of the range both during and after the campaign
OVERALL
Christmas Week
Summary
• The campaign ensured the key messages were understood
• Brand perceptions and appeal both strengthened by the out of home campaign
• Strong sales uplift illustrating how proximity out of home can drive sales
Want to find out more?
Contact the JC Decaux research team to find out how the campaign performed across other metrics