Food Category Case Study

CHALLENGE

Planning a weekly menu and putting together a shopping list is an uninspiring chore for many Kiwi households.

Our advertiser was competing in a cluttered market and needed to achieve stand-out in a congested TV environment. They needed an idea and creative execution that would encourage consumers to revaluate their value proposition.

IDEA

The creative solution was delivered as a premium longform ad, filmed doco style and a little rough around the edges to maintain an authentic and personal feel. Balanced with close-up shots of our advertiser’s product offering with key talent carefully selected to resonate with a household audience.

It was delivered to market as 60” TVCS that integrated with TVNZ promo assets along with 15” cutdowns.

EXECUTION

TVNZ Blacksand was chosen as the ideal partner to take this from concept to reality. Their mix of strategic thinking and creative expertise brought the campaign to life, by using the most effective form of visual storytelling as a means of communicating the benefits of their offering. TV and BVOD led this execution.

The goal was to deliver cost-efficient mass reach and awareness for the campaign. The channels selected to best achieve this was TVNZ broadcast TV and BVOD with placement centred around tentpole content for their target audience.

RESULTS

The campaign performed well across all measures, exceeding average TV ad performance levels by a significant margin. Not only did the campaign perform above TV norms, but the unique creative clearly resonated, driving significant call-to-action amongst viewers. The research showed that by bringing together a strong creative and a comprehensive TV campaign (both linear & online) the agency was able to deliver significant value to the client both in terms of short-term sales and long-term brand building.

The campaign significantly outperformed many Colmar Brunton Norms: