Malcolm the cat is back on TV! Youngs Seafood are running a TV campaign through April and May to promote their Chip Shop and Gastro ranges. Our brief was to extend this activity with an integrated digital campaign to extend reach and build awareness .
Social advertising campaign
Stand out creative is key in social to shift the dial in terms of awareness and consideration within our target market. We therefore had to create bold, “thumb stopping” work using the brand creative.
With a single minded message to communicate of ‘under 250 calories per fillet’ we produced a visually arresting, mobile-optimised, animated creative showcasing the product and the key message.
Designed to be disruptive, the creative used a looping, split-screen effect to highlight the key messages and reveal video assets. We also kept it under 10 seconds to adhere to Facebook’s best practice around effective social advertising.
A high reach and frequency Facebook and Instagram campaign enables us to reach our target audience with the optimal frequency of 3+ times.
The social advertising is also supported with an organic content plan through the life of the campaign.
Display advertising campaign
A supporting Display campaign used larger formats and simplified messaging to drive impact and recall, with a media plan that targeted key audiences, appearing on on the BBC Good Food and Delicious Magazine websites.
Yvonne Adam, marketing director of Young’s Seafood added: “We’re confident that by bringing Malcolm back to screens, supporting both Chip Shop and Gastro, and using such a sophisticated targeting strategy, we’ll see a reach like never before across our key target audience.
The campaign is running throughout April and May 2019