Lazy cooking not lazy media

The Challenge

Very Lazy were looking to re-establish themselves as a cooking essential and therefore were looking for a media plan that would help them to shift the dial on brand awareness and consideration to ultimately drive sales.

The Solution

Leaning into ITV’s regional capabilities enabled the brand to test and learn, so the campaign targeted viewers in the Yorkshire, Emley & Tyne Tees regions as these were considered the most efficient to reach their target audience.

The media plan combined a mixture of peak and weekend spots, with airtime upweighted around cookery programmes like Ainsley’s Food We Love and Saturday Mornings with James Martin as these environments provided a great contextual fit for the brand. Their airtime was supported by a bespoke plan on the ITV Hub which provided the best route to build reach and high frequency.

Related Projects

Very Lazy

For this project, the challenge was in rebranding an established product to attract new audiences, while ensuring that current users feel connected. The results were outstanding.
Button
Arco

For this project, the challenge was in rebranding an established product to attract new audiences, while ensuring that current users feel connected. The results were outstanding.
Button
Heck

For this project, the challenge was in rebranding an established product to attract new audiences, while ensuring that current users feel connected. The results were outstanding.
Button