Two brand campaigns bookended a national ITV prime time Sponsorship of ‘In For a Penny’ with Stephen Mulhern.
TGI data identified ITV as the strongest match with the Seabrook target audience. And industry research supported the combined use of regional linear spot and VOD to maximise reach.
Our strong relationship with the ITV delivery team enabled us to flex the spot schedule according to Seabrook’s key crisp eating occasions and access more premium programming tapping into both behavioural and contextual relevance for our target audience and thereby moving from a pure awareness campaign to shifting mental availability.
The TV campaign was supported with highly targeted programmatic digital channels, to increase exposure and frequency of the campaign to those most likely to buy Seabrook crisps. The programmatic targeting capabilities included third party data feeds and connected audience data to improve targeting accuracy and minimise wastage.
The Sponsorship of ITV’s ‘In For a Penny’ was designed to add incremental frequency and drive association with the Seabrook brand positioning. It bridged the gap between the two brand campaigns and prevented awareness from decreasing between brand campaigns.