The Challenge

Jason's Sourdough had secured listings in Asda, Tesco, Waitrose, M&S & Ocado.  To support sales to protect & grow these listings we needed to deliver a high impact media campaign which would amplify brand awareness, create recognition at point of purchase and encourage bread consumers to enjoy a little luxury every day.

Jasons-ITV-SS.png?mtime=20220404152704#a

Our Solution

With national listings agreed, we knew that TV would deliver the impact, awareness and brand trust needed for this campaign.  As this this would markJason's first major investment in TV support, we had the opportunity to leverage value from their campaign by agreeing a solus deal with a single broadcaster.  We pitched to ITV for investment from their 'Backing Business' fund, and successfully negotiated 100% match funding for the campaign.  This enabled us to craft a viable TV solution in key regions with strong listings in the grocery mults, delivering robust weights to hit our agreed coverage and frequency targets.  Using main ITV1 channels plus GMB and overlaid with ITVHub BVOD support targeting key audiences / programming enabled us to reach ABC1 Housepersons at scale across peak and contextually relevant environments.   Building in brand tracking to the campaign allowed us to measure pre & post awareness / brand health metrics in regions with and without TV support which we would also be able to overlay with Kantar sales data to prove the impact of the activity.

Jasons-StillFrame-TVC-03.png?mtime=20220

Results

Post campaign, the research study showed that Jason's prompted brand awareness had DOUBLED vs the pre period and control regions, with unprompted awareness showing impressive movement. Familiarity & consideration also increased, catapulting Jason's above branded competitors.

And most importantly, sales increased over 20% versus the pre-TV average.

Since this campaign, Jason's have secured further strength and depth of listings across grocery mults, putting them firmly on track to deliver against key milestones in their ambitious brand plans.

Jasons-StillFrame-TVC-02.png?mtime=20220