Audience: ABC1 35-65
When: October – November 2011
Objective: To increase purchase by existing buyers and tempt back lapsed users by reminding people of the simple, natural, unprocessed values of KETTLE Chips.
Methodology: dunnhumby sales analysis: 93,962 sample. Millward Brown pre-post tracking: 659 sample
- Sales uplift of 20.5% during & 19.4% post campaign
- Frequency of purchase increased
- Newspapers strengthened brand loyalty & buying intention