| Title | PAUSED MOMENTS |
| Brand | CP FOODS |
| Product/Service | TASTE INC. |
| Category |
A09. USE OF OTHER DIGITAL PLATFORMS IN A MEDIA CAMPAIGN |
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Entrant Company
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JWT CHEETHAMBELL Manchester, UNITED KINGDOM
|
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Advertising Agency
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JWT CHEETHAMBELL Manchester, UNITED KINGDOM
|
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Production Company
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FLIPBOOK Manchester, UNITED KINGDOM
|
Credits
| Andy Cheetham |
Cheethambelljwt |
Creative Director |
| Andy Huntingdon |
Cheethambelljwt |
Copywriter |
| Martin Smith |
Cheethambelljwt |
Art Director |
| Ben Haworth |
Flipbook |
Director |
| Bridget Pelicias |
Cheethambelljwt |
Agency Producer |
Results and Effectiveness
Prior to our advertising, visits to Taste Inc.'s website averaged 1000 a month. Within just one month this rose to over 25,000. On Twitch we saw an 80% view through rate, resulting in 455,749 video views for a marketing spend of just 12k.
Perhaps the best result was that in reaction to a surge in sales, Morrisons Supermarket chose to only stock Taste Inc over its competitors. And within 12 short months of existence, Taste Inc. now controls 14% of the market share in the microwave snacking category.
Creative Execution
Having identified that our key audience was gamers we looked into the best way to target them directly. In doing so we discovered "Twitch", the world's leading video platform and community for gamers. More than 45 million gamers gather every month on Twitch to broadcast, watch and chat and we thought it would make a great first to show our gaming themed ads for an FMCG product on their site. Previously they had only ever aired ads for games and consoles.
Insights, Strategy and the Idea
Taste Inc. make a range of microwavable burgers. It's a new brand in the UK. With a limited budget, our brief was to find a new way to engage and grow the market.
We identified a key sub-group was gamers. Gamers will put off eating as long as possible in order to carry on playing. When they do stop to make food they want it to be quick so they can get back to playing. Taste Inc burgers are ready in just 80 seconds, making them the perfect choice for this audience.
Gamers also like anything gaming related, so we created our own spoof, console-style games. Each film shows what happens when a gamer nips off to make a Taste Inc. burger and leaves the game characters in a comprising position.
Our strategy focussed on advertising on Twitch. "Twitch" is the world's leading video platform and community for gamers.