HiPP Organic is a family owned brand which is dedicated to producing organic baby foods, milks and toddler foods. The UK market was falling in market share and there was no clear brand positioning.
HiPP Organic came to ITV to target its primary audience: mums with children aged 0 -3. The main aim was to drive awareness of the brand, appeal and preference amongst the target audience.
HiPP Organic believed TV was the best medium to bring to life the new brand positioning that HiPP Organic is organic fuel which gives you ‘that HiPP feeing’. A campaign on ITV would allow HiPP Organic to reach out to the target audience on a mass scale.
The idea was to use the ITV Business For All initiative which supports new to TV or returning brands, to help launch the HiPP Organic TV campaign.
92% Prompted awareness pre v post moved HiPP Organic to the third most prompted brand to 92% awareness, against the trend of the competitor set which saw a decline.
66% Advertising awareness saw a 5 point increase with the ITV campaign clearly cutting through as 66% of respondents were able to attribute advertising to TV.
88% In terms of brand attributes, the ITV campaign drove positive brand opinion of HiPP Organic amongst those exposed to the TV campaign. ‘It is a brand I am hearing more good things about’ step changed by 88% change uplift, ‘variety of products’ increased by a 25% change uplift and ‘brand trust’ by 38%.
2x Finally, in terms of driving brand preference, HiPP Organic doubled its brand preference amongst those who could recall seeing the advert versus the pre wave.
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