We approached well known Irish brand Flahavan’s as they had developed a new product Overnight Oats with minimal below the line marketing activity. Overnight Oats was a new way to eat oats and presented a strong growth opportunity. Flahavan's wanted to deliver a successful launch, recruiting an informed younger target audience.
An integrated campaign was developed to measure the impact of radio activity on retail sales. The campaign was made up of he following:
3 Weeks x 21 spot airtime on 37 stations.
Display and social impressions serves across the 37 radio stations.
On-air competition on Today FM.
Sampling on 6 stations (Midlands 103, Q102, FM104, Red FM, spin South West, Beat 102 103
EPOS data was collected for the period February to December 2018 which measures sales pre the radio activity, during the radio activity and post radio activity.
Sales for Overnight Oats
Post Campaign Run Rate
Uplift for Tesco Sales
1. PRE V DURING
Sales for Overnight Oats increased +269% versus the 3 weeks sales prior to campaign. While this is from a small base and may also be partly due to distribution, it is still more than double previous run rates. Uplift was experiences across all accounts.
2. FULL RSP
Two of the three weeks of campaign were at full RSP, meaning the new product benefitted from full margin. Uplift for the two weeks at Full RSP was +256%.
3. POST CAMPAIGN
Average run rate 9 weeks post campaign was +165% higher compared to the 9 weeks prior.
4. RADIO CAMPAIGN V PRICE PROMOTION
+269% sales uplift during the radio activity compares with a +186% uplift for a price promotion when the RSP was 25% cheaper.
5. 90% UPLIFT FROM BASE DIRECTLY ATTRIBUTED TO THE CAMPAIGN
Tesco data modelling identified +90% uplift from base sales that are directly attributable to the radio campaign.