Everyone likes a roaring success. That’s why we’re delighted by the fantastic response to our “Help Protect a Tiger” in-store campaign, developed for our client Whiskas, along with their campaign partners the World Wildlife Fund.
As soon as we were hired by Whiskas, we embarked on an extensive programme of research and concept development, determined that we were going to knock this one out of the park. The breakthrough came when we took the decision to make a subtle change to the on-pack creative, replacing the adult tiger from the Whiskas pack with an appealing tiger cub. Our reasoning? With this project, there was a powerful need to make an instant emotional connection with the consumer. Believe us, there are few things more guaranteed to do that than a baby animal.
At all stages during the project’s subsequent development, we ensured our creative solutions were closely aligned with the Whiskas brand beliefs. Finally, once the creative treatment was locked down, we developed it in multiple formats, across multiple channels, ready for a nationwide rollout.
The results of our efforts speak for themselves. The Whiskas/WWF campaign has been a huge success, with in-store KPIs being not only met but doubled – and in some cases quadrupled! As well as securing prestigious solus gondola end positions in five of the UK’s biggest groceries, the campaign was showcased as “best practice” in the Waitrose Brand Guidelines.
Overall, we achieved the following:
- 12,308 quality points of interruption on the shopper journey
- 57.3 million opportunities to see via in-store POS
- 99.1% POS compliance
Perhaps most importantly, the WWF team are happy too. Here’s what they had to say, through their spokesperson Nicky Day, Director of Corporate Partnerships at WWF-UK:
WWF is absolutely delighted by the extremely strong in-store campaign around the 2013 “Help Protect a Tiger” partnership. The creative is eye-catching and it has been fantastic to see the scale of positive response by UK supermarkets and specialist retailers alike, with co-branded gondola ends and free-standing Whiskas tiger displays.
Special thanks go to the Mars Petcare Customer Marketing Team, and to Nick at Juice, for bringing together our common interest and turning it into an impactful design. The level of in-store presence is truly gold-standard for a UK cause marketing campaign.