- Background
- Objectives
- Campaign
- Results
Sponsorship of The Royal
Every day, traditional puddings are lovingly created by hand in the small creative kitchen of Farmhouse Fare, launched in 1998 and set deep in the rural Lancashire countryside. All the recipes have been handed down tenderly from generation to generation within the Colley family over the last century, and although people were familiar with the puddings, people were not aware of the brand, Farmhouse Fare.
As a relatively unknown brand, Farmhouse Fare aimed to:
- Launch and drive awareness of the puddings to UK families
- Position the brand as synonymous with family traditions, Sunday dinner time and tasty homemade cooking
- Drive home the message ‘Proper Puddings for Proper Sundays’
They also wanted to increase supermarket shelf space and listings for extra products and increase propensity to purchase.
ITV1’s The Royal, aired on Sunday evenings at 8pm, was the perfect fit for Farmhouse Fare and an eight-week sponsorship was aired in September/October 2007.
The Royal’s legacy and link with ITV’s popular Heartbeat confers positive qualities – simple and honest country farmhouse life, natural, fresh and authentic – perfectly mirroring all of the qualities of the Farmhouse Fare brand. The Royal also unifies audiences and brings families together on a Sunday after dinner.
Eight break bumpers per episode introduced the UK to the ‘Farmhouse Fare Family’ going about their everyday Sunday business.
"Once again, TV was proven to be a medium that can launch new brands, unify viewers, motivate consumers and, ultimately, drive sales."
Edwards, Groom & Saunders, Farmhouse Fare’s communications planning agency
- 4.1 million of the targeted ABC1 women viewers of The Royal saw the Farmhouse Fare bumpers, and they saw them an average of 15 times each*
- Spontaneous brand awareness (tested by Clark Chapman Research) was eight times higher among those who were exposed to the sponsorship than among those who were not**
- 76% of those exposed, agreed the brand was ‘ideal for sharing with the family on Sunday’, compared to only 21% of those not exposed**
- Purchase intention for those exposed was triple that of those not exposed**
- Tesco upshelved and listed two additional Stock Keeping Units, effectively doubling the scale and scope of business opportunity***
- Ex-factory sales shifted by 45% as September buyers at the major supermarkets correctly anticipated a sales effect***
What’s more, the campaign won ‘Best Newcomer to TV’ at the 2008 Thinkbox Planning Awards.
Source: *Barb / ** Clark Chapman Research Oct 2007/ *** Daniels Chilled Foods