Discovery Shopper Integrated Marketing Campaign
19
Viva la Revolucion campaign review Viva la Revolucion campaign review •This pictorial review shows what the consumer saw Aug &Sept 08 •Formal performance review completed on Nov 11 th using 3 measures: –Nielsen sales/ share, –TNS consumer diagnostics, –Brand tracking-awareness & brand attributes
-
Upload
james-bennett -
Category
Documents
-
view
747 -
download
3
description
In store activity to support Discovery mexican food brand advertising campaign
Transcript of Discovery Shopper Integrated Marketing Campaign
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
