Brand: Hartley's 10 Can Jelly pots
Agency: Aduro Communications
Challenged to build on the success of our previous 'Diet Wobbles' Campaign for Hartley's 10 Cal in 2017, we had to prove on-going commercial success and once again increase sales YOY. 2017's campaign saw a spike in sales of 46% during the key January window,so in order to show the continued impact PR can have on sales we established a measurement framework to evaluate against our core objectives for 2018 and demonstrate;sales impact, brand awareness increase and audience targeting.
The Challenge – build on the success of our previous 'Diet Wobbles' campaign for Hartley's 10 Cal in 2017, prove on-going commercial success and once again increase sales YOY while meeting key objectives:
- Make Hartley's 10 Cal Jelly Pots synonymous with dieting
- Achieve cut-through at key dieting time of January
- Increase penetration of Hartley's 10 Cal Jelly Pots within the target audience, by raising awareness with consumers
- Use influencers to encourage brand awareness and convert trial