Brand New Bag
Albert Bartlett appointed a new creative agency in 2019 and as a result of this they looked to take their marketing in a new direction.
They identified a new, younger, target audience and wanted their campaign creative to reflect this.UK
Previous campaigns had been celebrity led (Michel Roux, Andrew Fairlie, cast members from ‘Desperate Housewives’) or had focussed on the heritage and provenance of the brand. Whereas, the new creative agency, Guy & Co, wanted to showcase the brand as being more fun and contemporary. So, in the time-honoured tradition of many successful ad campaigns, they wanted to use a musical link to a famous artist or song to achieve this.
The track that was chosen was James Brown ‘Papa’s Got A Brand New Bag’ a funky, upbeat dance track which fitted in perfectly with the new brand direction.
- Increase penetration of Albert Bartlett potatoes
- Achieve this by primarily converting consumers or other (own brand) potatoes to Albert Bartlett
- The task is not about attempting to grow the overall potato market (this would require huge resources and would most likely be of benefit to our competitors
Previous Albert Bartlett campaigns had been focussed on increasing sales and had commercial KPI’s, the new campaign was to increase SOV and brand awareness.
To achieve this, we had to look at what the unique selling point of Albert Bartlett was, what was their point of difference from their competitors and would give them standout.
The answer to the above question was premium.
Albert Bartlett are a premium food brand, they don’t compete on price points, they compete on quality and we looked to take this idea of ‘premium’ and feed it into our media planning.
Looking at every touchpoint on the consumer journey we wanted to have the ‘Papa’s Got A Brand New Bag’ creative featured in a premium media environment.
To drive reach and give the brand mass exposure the foundation of the plan was AV but through top quality programming with a focus on premium late peak spots.
To further enhance the premium credentials, we also ran the ads in cinemas, running alongside ‘blockbuster’ movies.
To catch people as they were on the move and when they were in the right mindset to be thinking about food and food shopping we used digital display and digital audio again ensuring that we were in high impact formats or only around premium online content. The audio also allowed us to amplify the soundtrack to increase its effectiveness.
AV launched with a spot in Emmerdale on the ITV1 network with further spots running on C4, ITV Digital, 4 Digital and Sky all focused on accessing premium programmes. To make sure we were accessing younger end of the target audience, who can be light linear TV viewers, we also had activity running on STV Player, ITV Hub, All4 and Sky VOD. Combined reach for the AV plan was 73.2%.
Cinema gave us an opportunity to reach our TA in a unique, premium, clutter free environment. Our film selection was key and by selecting blockbuster movies we knew that we would have access to large numbers of our audience.
Digital display ran with high impact video formats on Teads and premium content access with Captify , True View and Google Preferred. Our audio plan was also digital, and we used Spotify to not only target based on standard metrics such as demographics and key shopping times but also to target an audience who had an affinity with James Brown and similar artists. With DAX we were able to reach traditional audio listeners in more targeted way online.
On Paid Social we ran across Facebook and Instagram with both the video and standard display activity. The TV ad was shown to the target audience and for those people who did not engage we followed up with a carousel of still images from the ad. We also use social media to encourage followers of the Albert Bartlett page.
The campaign saw some amazing results:
Spontaneous advertising for fresh Albert Bartlett potatoes awareness rose 5%
- Prompted advertising awareness for Albert Bartlett potatoes rose 8%.
- Out of the competitors we looked at in the study, it was the only brand to enjoy wave-on-wave uplift following the ad campaign and was the highest amongst other brands in set.
For advertising attribution, all paid media channels, except cinema (which was tested regionally vs the brand study being national) increased wave-on-wave.
- For those who recall seeing any advertising for Albert Bartlett products, this is mostly attributed to TV. At the post wave, the brand has enjoyed a significant uplift in attribution to TV, with a 24% increase.
- If we combine figures for live and catch up (NET), 65% recall seeing the ad post-wave.
- The advert was well received, with 61% saying they either “liked it a lot” or “somewhat liked it”. For those who recall seeing the ad, this rose to 77%
- Those who live in the South East were significantly more likely to “like” the ad with 74%
The key messages that we wanted to portray with the advert were received such:
- AB potatoes are versatile – 75% agree
- AB is a family company – 67% agree
- AB has high quality standards – 62% agree
After seeing the ad, over half of the sample said that they would likely purchase Albert Bartlett potatoes. This increased to 58% amongst main shoppers and 43% said they would purchase Albert Bartlett potatoes for a special occasion.