In January 2019, Burts Lentil Waves were on promotion in selected Waitrose stores around the UK. We were briefed to use digital to drive sales only, in the store locations where their products can be purchased.
The product was only available in selected Waitrose stores, and we identified that geo-marketing provided a key opportunity to reach our consumers at the right time and in the right place – reaching consumers when they’re on-the-go and encouraging impulse buying when in close proximity to store.
We created two rich, mobile-optimised video ads for social. The first creative was focused around the Lentil Waves pack branding and the low-calorie claim, and the second focused on the taste and flavour partners. Both creatives had strong CTAs to buy in Waitrose, highlighting the promotional price point.
The creatives were amplified via Instagram Stories and Facebook, to create a high reach and frequency campaign with new consumers.
We used granular audience targeting to reach a clearly defined audience of females aged 25-45, with an interest in adventure, health and fitness, and snacks – this gave us a potential national audience of over 3 million consumers.
Store lists were overlaid to the consumer targeting to drive geographical amplification, by targeting only the towns and locations in proximity to participating Waitrose stores.
Working with Waitrose, we were able to include the Waitrose branding into the creative, further linking the campaign to the store.
The campaign reached 600k highly targeted consumers on Facebook and Instagram, with over 1.3 million impressions over the 2-week geomarketing campaign.