Birch & Waite is the No. 1 choice of Australian chefs* – that’s because Birch & Waite only use fresh ingredients and are therefore exclusively stocked in the fresh produce fridge at Woolworths supermarkets. Our challenge was to change behaviour and drive shoppers away from the supermarket aisle and towards the fridge.
Led by programmatic video and digital display, we drove home a strong message that Birch & Waite mayonnaises and dressings are made only from fresh ingredients and that’s why they’re only available in the fresh produce fridge at Woolworths supermarkets. Integrating a ‘Passion for Fresh’ sentiment, we highlighted that this is the reason Birch & Waite is the No.1 choice of Australian chefs*.
So far the campaign has averaged an 18.3% view rate, which is double our client’s expectations, producing a 1360% uplift in traffic to the Birch & Waite website. It’s too early to tell regarding sales, but we’re quietly confident that we’re onto a winner.
Awards so far
- 2016 Telly Awards: Bronze in Online Video - Commercial
- 2016 Communicator Awards: SILVER in the Commercials - Food/Beverage category
- 2016 Communicator Awards: SILVER in the Branded Content - Business to Consumer category
*Data on file
As covered in: