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Birds Eye ran their Tea Time Fish Fingers creative in the Family Focus pack from March until October 2012. As a first-time advertiser in cinema, this represented a cost effective way for them reach both their primary target audience (kids, or more broadly, families), and the all-important secondary target audience (parents, or more specifically, the household’s main shopper). In addition to successfully delivering this dual-generational audience, cinema was also very powerful at driving consumers through the purchase funnel from awareness, via occasional purchase and regular purchase to loyalty. This effect was also demonstrated at a wider brand level for Birds Eye, resulting in a higher Net Promoter score amongst the group exposed to the ad in cinema.
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CASE STUDY: BIRDS EYE
Case Study: Birds Eye ‘Tea Time’
BIRDS EYE ‘TEA TIME’
Cinema carried Birds Eye’s Fish Finger creative in Family Focus films (plus The Amazing Spiderman) throughout Easter and Summer bursts.
Fieldwork was conducted throughout this period (March – September 2012) via Birds Eye’s main online brand tracker managed by Ipsos ASI.
The Cinemagoer sample consisted of respondents who had been to see a family film during the campaign period vs. the control sample of those who had not.
FILM LINE-UP:
Case Study: Birds Eye ‘Tea Time’
77% of respondents saw one film / 23% saw +1 film
SAMPLE PROFILE:
Total Sample Cinema Goers
1220
10
30
78
50
Kids 0-5 Kids 6-10 No kids under 11
SIG+
SIG+
Cinema delivered a younger demographic / family audience for Birds Eye
Childs age
Total Sample Cinema Goers
2511
46
45
2944
55+ 35-54 18-34
Demographic
SIG-
SIG-
SIG+
SIG+
Source: DCM/Birds Eye/IPSOS ASI. 2012. Sample: Cinemagoers (207). Total sample (2277)
IMPACT ONAWARENESS &
USAGE
Case Study: Birds Eye ‘Tea Time’
DRIVING PURCHASE: FISH FINGERS
Source: DCM/Birds Eye/IPSOS ASI. Q:Which of these brands/products of frozen CATEGORY have you heard of / bought in the last 12 months? Which of these brands/products of frozen ready meals do you buy regularly? Which of these brands of frozen ready meals do you buy most often? Base: All respondents: C.500 per category
Although cinema delivers similar levels of awareness to the control cell, it retains its audience throughout purchase funnel resulting in significantly higher purchase intent.
84
44
30
20
84
48
38
27
TOTALAWARENESS
USED PAST 12 MONTHS
USE REGULARLY
USED MOSTOFTEN
35% 45%
CONTROL CINEMA
SIG+LIKELIHOOD TO BUY
IMPACT ONEQUITY &
ADVOCACY
Case Study: Birds Eye ‘Tea Time’
BRAND ADVOCACY: BIRDS EYE
Exposure in cinema results in similar positive views of the brand in both the cinema and the control cell. However…
Source: DCM/Birds Eye/IPSOS ASI. Family Focus 2012. Question: Please indicate how likely you are to recommend each of the following brands to friends or family members by selecting a number from 0 to 10, where ‘10’ means you would strongly recommend the brand and ‘0’ means you would not recommend the brand at all. Please select one
answer in each row. Base: All respondents: Cinema Goers (207), Total Sample (2277)
Total Sample Cinemagoers
2117
3839
Positive Negative
Net Promoter score = 17 Net Promoter
score = 22
Net Promoter Scores
SUMMARY
BIRDSEYE TEA TIME: CINEMA CAMPAIGN ANALYSIS
BIRDSEYE TEA TIME: CINEMA CAMPAIGN ANALYSIS
BIRDS EYE TEA TIME
DELIVERING TARGET AUDIENCEA significantly higher proportion of the Cinemagoer cell had families with children under 10 years old.
AWARENESS & USAGECinemagoers initial high awareness also resulted in a higher conversion to purchase.
ADVOCACY & EQUITYMore positive perceptions of Birdseye as relevant and unique generated an increased likelihood to recommend.
THANK YOU
