Objectives
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 the rate of sale. The main aim was to drive awareness of the brand and encourage re-appraisal, aiming for ABC1 females 45+ (Gen X). Elizabeth Shaw’s heritage is in Mint/After Dinner which is progressively losing focus in retailers as ‘the occasion’ becomes less relevant to younger consumers, despite mint permeating everyday/gifting ranges as a popular flavour e.g. Lindor.
The brand needed to communicate its modern/classic positioning and become the chocolate & biscuit brand for all, ultimately aiming to fill the gap in categories populated by new and quirky brands by capitalising on its trusted heritage status.
Insight
Broad reach is key to driving awareness of the brand so Broadcast Media was the obvious solution. Using the ITV Business For All initiative to support new to TV or returning brands, ITV helped Elizabeth Shaw feature on TV for the first time in recent history to reach their target audience.
Elizabeth Shaw wanted to test a regional TV campaign with a view to rolling out across ITV channels if successful. Two regions were selected, Meridian & East Anglia, which represented over 20% of the brands early biscuit sales so were deemed to be the most receptive to what the brand has to offer in this new category.
Specific programming strands/genres were selected as being particularly high-indexing for females 45+. Access to top programming across the campaign period ensured maximum visibility to the target audience, key when trying to raise awareness within a competitive sector.
A Third 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.
+40% National sales were up +40% on promotion during the campaign period versus a similar price promotion without TV.
+268% There was an increase in base sales of +268% in Tesco stores across the targeted TV regions after the TV ad went live. These Tesco stores now account for over 54% of total sales (versus 21% pre TV) and national base sales in Tesco have increased +74%.
+5% There was an increase in consideration of Elizabeth Shaw biscuits of +5% points over the course of the campaign.
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
Think you're ready for TV?
It could be your business next, and we hope it is. ITV's Business for All initiative is for organisations looking to take that first step into the world of TV advertising. With matched funding, unrivalled reach across ITV's channels and support creating your perfect ad; Business For All offers brands the chance to supercharge their growth.
Sound like the right opportunity for you? Drop us an email at businessforall@itv.com for more information.
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