Challenges and Objectives
Kirsty’s is on a mission to provide nutritious and delicious low calorie free-form ready meals that cater for people with food allergies.
Despite the fact overall grocery sales increased during the pandemic, we saw a change in consumer eating habits; with people spending more time at home than ever before, there was a shift from convenience food like ready meals in favour of cooking from scratch.
With chilled ready meal sales down 5%, Kirsty’s was looking for a media partner that would enable the brand to increase their awareness and grow consideration with their target audience, ABC1 Women 35-60. By broadening their reach beyond current customers, Kirsty’s was looking to drive product trial to get more people considering ready meals with Kirsty’s.
Idea and Implementation
ITV naturally skews towards Upmarket Women and therefore Kirsty’s recognised that advertising across the ITV Main Channel would be an successful way to maximise reach with their target audience.
Leaning into ITV’s regional capabilities provided a unique opportunity for Kirsty’s to not only test and learn, but also clearly track the effectiveness of their airtime campaign.
Identifying ITV Yorkshire & Meridian Hampshire as the most effective test and learn regions, the brand ran an all time campaign from January - March across a variety of the best performing programmes for their target audience. Their campaign strategy combined genres such as Drama, Entertainment and Soaps which helped to broaden their reach across a contextually relevant time of year when people were assesing their eating and health habits.
Their airtime plan was supported by a bespoke VOD plan on the ITV Hub which helped to further amplify their campaign message and increase their brand awareness.
We’re delighted with the sales uplift and increase in awareness that advertising on ITV has driven for our business. Being able to work on a regional basis in partnership with ITV allowed us to work in a targeted and affordable way and most importantly be able to analyse the regional impact versus control regions to prove conclusively that advertising on ITV works for us.Kirsty Henshaw, Founder and Managing Director
+10 Brand awareness scores grew a massive 10% in the regions Kirsty's advertised in (Yorkshire & South East) vs 2% in the rest of the UK.
+66% During the 3 month campaign there was a 66% increase in traffic to the Kirsty's website
+237% Website traffic in January when the campaign was live saw an uplift of +237% YOY with a strong correlation between the products featured in the ad and the pages visited online
£244k Retail sales increased in the regions advertised in by £244k during the 3 month campaign, growing Kirsty's share of revenue from 49% to 54%.
Target core audience of Upmarket Women with a test and learn approach across Yorkshire & Meridian Hampshire Regions
ITV Trading Audience Bought
We’ve had some wonderful feedback and are looking forward to working with ITV as we look into 2021 and beyondKirsty Henshaw, Founder and Managing Director