Uniquely positioned in a category of its own and targeting younger female tea drinkers, the media strategy was designed to deliver both broadcast reach and contextual relevance to aid product usage understanding.
Buying behaviour was traditionally out-of-home in coffee shops. The campaign positioned Drink Me Chai as a much more enjoyable at-home alternative.
Drink Me Chai is relatively new in their brand journey but benefits from strong national distribution within key grocers. We recommended a media test campaign with added value research built into the media buy to help set KPIs and forecast growth.
TGI media consumption data helped determine the most prominent reach and engagement channels for our target audience. A depth of touchpoints was required to help achieve the objectives and ensure budget was optimised.
As Sales were also an important factor Cheeky recommended ITVX’s new Proximity Shopper buy which uses the latest EPOS data to identify and target those most likely to purchase. Working with Circana they were able to provide a post campaign sales uplift study.