We have been blown away by the results of this campaign which have reinforced our initial view that TV is absolutely the right medium for a small Brand like Elizabeth Shaw to drive awareness and increase sales amongst our core Gen X consumer base. We hope to be able to use these results to encourage the retailers to support our activity by increasing distribution to ensure that we do not disappoint consumers through lack of availability. We also hope to be able to continue the good work we have started by increasing our presence in new regions over the coming 12 months.Karen Crawford – Managing Director, Elizabeth Shaw
Elizabeth Shaw has over 130 years of chocolate-making heritage. The brand wanted to launch a new range of chocolate biscuits into the luxury biscuit category and increase rate of sale. The main aim was to drive awareness of the brand and encourage re-appraisal aiming ABC1 females 45+ (Gen X).
There was a significant uplift in prompted ad recall, from 1% to 5%. After being shown the ad, a third of respondents said they had been encouraged to buy Elizabeth Shaw biscuits.
There was an increase in consideration of Elizabeth Shaw biscuits of +5% points over the course of the campaign.
In Tesco the stores in the TV regions have seen an increase in base sales +268% since the TV ad went live. These Tesco stores now account for over 54% of the total sales (v’s 21% pre TV) and national base sales in Tesco have increased +74%.
National sales were up +40% on promotion during the campaign period versus a similar price promotion without TV.