Challenge & Objectives

Across the country Jollyes are the 2nd biggest pet retailer, with just over 100 stores. In Northern Ireland specifically they have 15 stores which makes them bigger than their main competitor Pets at Home in this catchment. Although the sector as a whole has been fairly buoyant, customers are increasingly looking for value focused retailers which is where Jollyes is strongly positioned and therefore, they wanted to drive further brand awareness.

Due to the density in store population in Northern Ireland, Jollyes wanted to utilise ITV’s regionality to go live in this region, making TV more cost effective. TV was selected to help build awareness of Jollyes as a value focused retailer across Northern Ireland and drive LFL performance alongside the launch of their new store in Connswater whilst also delivering proof of concept for future investment as more regions become more viable.  

Jollyes also wanted to reach their core customer base of value-focused C2DE consumers, who are typically female and have multiple pets, while also attracting new customers unfamiliar with the brand. TV enabled them to broaden their reach, identifying those who had not heard of Jollyes but also reinforcing to those who have that they are there to build broad brand salience.

Idea & Implementation

ITV and ITVX were chosen for its extensive coverage in Northern Ireland, allowing Jollyes to reach a large audience and minimise wasted reach. The coverage Jollyes were able to achieve on ITV meant they were able to test both linear & VOD TV as they aim to roll out nationally. ITV was also a natural fit for the Jollyes audience who have an affinity to programmes such as Coronation Street and Emmerdale. 

The campaign ran for four weeks in February and March, with a 50/50 split between 30-second brand adverts and 20-second value-focused adverts. The ads were focused on delivering a catchy and engaging brand message reinforced with value deals to support Jollyes value focused proposition. 

The media buy ran across the full day to broaden the potential of customers seeing the ad with ad placements across prime peak slots and delivered during high impact programming. 

Client Quote

"ITV’s business for all model made it possible for a growing brand like Jollyes to reach a mass audience with our first ever TV advert. The icon TV shows and the ability to utilise VOD through ITVX made them a natural partner. We’re delighted that we were able to move our brand awareness by over 5% in Northern Ireland in just 4 weeks this has show the power of TV advertising as a media and with our exciting ambitions for growth will certainly be using ITV again." - Phil Turner - Naylor, Head of Marketing, Jollyes

The Response

Targeting Strategy

Brand Target:

Linear:

• Northern Ireland 

• C2DE

ITVX 

• Northern Ireland 

• Trending Shows

The Results

• The campaign increased overall brand awar

  eness in Northern Ireland by 5.4%, particularly among customers focused on discounters or supermarkets. 

• An increase of 6.9% in awareness among customers who are now aware but have not yet purchased 

• The new Connswater store opening saw 84% more customer sign ups in it’s first 6x weeks vs when they opened a previous store without TV activity running, indicating TV drove increased awareness.