OUR TASK

To increase Farmison sales by using the power of TV. 

TARGET AUDIENCE

An affluent audience who takes pride in their cooking  with a particular interest in organic, sustainably sourced British produce. 

OUR INSIGHT

The competitor set and home delivery market demand boomed  over lockdown showing clear TV patterns we could piggyback on. Farmison only had a fraction of the budget, so we needed to be smarter ensuring maximum relevancy and campaign effectiveness.  

OUR SOLUTION

We used a DRTV approach to squeeze as much life out of the budget  to maximise our TV reach.  

From a programming perspective we focused on contextual foodie programmes including hero spots in James Martin’s Saturday Kitchen and Sunday Brunch on the launch weekend to kick the campaign off  with a bang, driving our 1+ reach immediately.  

By cherry-picking channels, we ensured that Farmison were exposed to their affluent foodie audience meaning little wastage and strong reach and frequency delivery. 

We took advantage of Farmison’s rich customer data by tailoring activity to dayparts and days of week which drove the most sales. By using our  TV attribution tool, we continually monitored the response levels and further maximised the impact of the campaign by adjusting spot times  to more efficient moments.  

OUTCOME

60% Increase in gross  revenue. 

37% Increase in total orders.  

71% Increase in new customers.

SERVICES 

Direct Response Media Buying, Media Buying - Planning, TV/Cinema Media Buying