Best practice from Universal McCann.
To create sustained sales growth through a unique brand property with the positioning ‘Fun for Kids and Mums’.
Jammie Dodgers was suffering declining brand penetration and diminishing loyalty – we needed to turn this around.
Kids love eating them – and mums feel huge affection for a brand they had fun with too.
We used communications to re-access those feelings of fun, prompting re-evaluation of the brand, and purchase.
Kids want fun – and mums love sharing that fun, sometimes by regressing to childhood.
Our lighthearted, multilayered campaign put Jammie Dodgers at the heart of family fun and re-connected the brand by owning kids’ cinema (their favourite medium) in a highly innovative, creative and entertaining way.
We also identified joint cinema trips can reassure mums concerned about covert food advertising, as they can see the ads for themselves.
Advertising alone couldn’t prompt brand re-evaluation; our strategic planning identified that we needed a more active approach to marketing to drive future success.
The role for communications within Cinema needed to be multi-dimensional but above all integrated in order to deliver a combination of engagement, brand experience, purchase incentives and loyalty.
Using proprietary communications planning architecture research we identified sponsorship, sampling, competitions, coupons, online and POS/on-pack activity as the key channels to deliver our strategy.
Consistent visibility was important, achieved through ads in every children’s film in every cinema for a year plus sponsorship of Saturday Morning Gang Kids Clubs.
At the Kids Clubs we created Jammie Dodgers opportunities for kids and mums to laugh together
Jammie invitations to Saturday Morning Gang were on all participating circuits’ websites and 20” welcome interstitials to the Saturday Morning Gang ran in auditoria.
This was supported with Jammie Men standees and other foyer activity, as well as competitions.
Jammie Dodgers has returned to health across all brand measures: value growth outperforming the market.
An additional 123,000 households have purchased.
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