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

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

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

Current structure

In Tesco stores- floor stickers in 60 storesIn Tesco stores- floor stickers in 60 stores

In Tesco stores- half price endIn Tesco stores- half price end

Tesco sampling

Tesco.com- offers page

Tesco.com- recipe ideas

InIn Morrisons stores- Half Price end with POSMorrisons stores- Half Price end with POS

InIn Morrisons stores- samplingMorrisons stores- sampling

In Sainsbury’s stores- Half price endIn Sainsbury’s stores- Half price end

Sampling in Sainsbury’s stores

BOGOF in Coop stores

Coop stores- POS in Fresh ChickenCoop stores- POS in Fresh Chicken

National newspaper 850,000 readersNational newspaper 850,000 readers Daily Express ‘try me free’ offer Daily Express ‘try me free’ offer

Ocado

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

New look websiteNew look website

Monthly Email to 25,000 loyal usersMonthly Email to 25,000 loyal users