Burton’s Foods, Cadbury Biscuits Food, UK Background. – Burton’s Foods decided to launch an entirely new type of biscuit into an already crowded market place. – The challenge was to create standout in the biscuit category where 85% of spend is on TV. – The campaign needed to create standout and encourage product trial, as well as signalling that this was a unique and different product. – Research showed that to have a genuine impact on our audiences’ decision to purchase biscuits, we had to get into their daily routine by reaching then where they lived, worked and shopped. Idea. An “outdoor only strategy” was employed using a wide range of outdoor formats including digital, in key environments such as roadside, underground and points of sale in order to give the presence and stand out required. – Billboards were used across London in order to elevate Cadbury Biscuits and appeal to people’s aspirations. – A national backbone of 5,500 roadside and pedestrian 6 sheets were employed to ensure coverage of the UK market (reaching 80% of the population). – Point of sale activity with four key UK supermarkets retailers - Sainsbury’s, Tesco, Morrisons and Asda. Results. – 2nd biggest grocery product launch of 2010. – In under 1 year, Cadbury’s Biscuit sales reached £15.2 million – Named The Grocer magazine’s “top biscuit launch” of 2010 – Highly commended at the Clear Channel / Brand Republic Outdoor Planning Awards 2011 for the best use of multiple formats in outdoor Burton’s Foods, Cadbury Biscuits Campaign details “The only way to truly stand out in a category is to challenge the expected, and behave completely differently to everyone around you. Only then, will people stop and take note, and only then, will you be able to provide the biggest biscuit launch in over a decade!” Cadbury’s Caramel Biscuit launch “Makes me want to buy or try it” 80% Universal McCann 64% 56% Coverage National Media agency Universal McCann Creative agency - Specialist agency IPM Environment & formats Number of faces – Digital and static 48 sheets – 6 sheets - Target audience Women 25-44 Audience figures/Research (Reach, Frequency) - 30% Source: Clear Channel Research Monitor (UK) 2010 Norm 10/05/2010 – 23/05/2010 All Adults Women 25- Any positive 45 Sales uplift (During) Sales uplift (Post) Cadbury Duals +24% +13% Cadbury Crunchie +21% +8% Cadbury Caramel +32% +20% Food Norm +15% +9% NPD Norm +19% +10% Cadbury Duals over-performed vs. Food catergory and NPD campaign norms. Source: Litmus (UK) 2010 Media share of spend 100% outdoor Date & Duration A huge increase in purchase consideration, with Crunchie performing +10% better than the industry average.