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Viva la Revolucion campaign reviewViva la Revolucion campaign review
•This pictorial review shows what the consumer saw Aug &Sept 08
•Formal performance review completed on Nov 11th using 3 measures:
–Nielsen sales/ share, –TNS consumer diagnostics, –Brand tracking-awareness & brand attributes
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Viva La Revolucion Viva DiscoveryViva La Revolucion Viva Discovery
Campaign objectivesCampaign objectives • Increase brand awareness from 26% to 40% by year end• Deliver brand share increase to 24% by year end (TNS)
StrategyStrategy Brand Visibility and Mex education
• Create integrated campaign based around Revolucion TV theme, consistent look and message across– TV– Radio– In store sampling & visibility at POS– Newspapers– Discoveryfoods.co.uk and YouTube.com
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Talking about Discovery on radio…Talking about Discovery on radio…
• Radio activity - boost the TV advertising message• Top Midlands radio station- with 787,000 listeners per week• Heart's core audience is 25-44 adults female friendly • 4 week to mid October• Live DJ competition for listener to win a holiday to Mexico • Links to Heart FM website
– downloadable VOD-cast and POD-cast
• Reach 36% of Midlands audience, avg 10 OTH
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Current structure
In Tesco stores- floor stickers in 60 storesIn Tesco stores- floor stickers in 60 stores
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In Tesco stores- half price endIn Tesco stores- half price end
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Tesco sampling
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Tesco.com- offers page
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Tesco.com- recipe ideas
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InIn Morrisons stores- Half Price end with POSMorrisons stores- Half Price end with POS
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InIn Morrisons stores- samplingMorrisons stores- sampling
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In Sainsbury’s stores- Half price endIn Sainsbury’s stores- Half price end
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Sampling in Sainsbury’s stores
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BOGOF in Coop stores
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Coop stores- POS in Fresh ChickenCoop stores- POS in Fresh Chicken
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National newspaper 850,000 readersNational newspaper 850,000 readers Daily Express ‘try me free’ offer Daily Express ‘try me free’ offer
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Ocado
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Showing how easy it is to cook Mexican…Showing how easy it is to cook Mexican…
19,000 people have already watched these videos on YouTube.com
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New look websiteNew look website
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Monthly Email to 25,000 loyal usersMonthly Email to 25,000 loyal users