QUALITY TIME

CHALLENGE

Steggles was losing market share and needed to quickly reverse declining sales through building brand preference with consumers.

INSIGHTS INTO TARGET MARKET

Chicken is a commodity, but also a part of a family lifestyle on a regular basis. January was a time when families spent more time together than any other time of the year.

FAMILIES WHO ENJOY EACH OTHER’S COMPANY

People who eat together tend to spend more time together. They are more likely to develop a sense of everyday occasion. 

STRATEGY

SHARE QUALITY TIME TOGETHER OVER SUMMER

APPROACH

We partnered with Seven and the Australian Open as they had the ability to reach half of the Australian population over a matter of weeks. We created impact through placements that would have high cut through with audiences, at the very moment a top player hit an amazing quality shot.

Steggles ‘Quality Shot’ on Channel l’s broadcast of the 2013 Australian Open.
High impact sponsorship placement on Channel 7.
Steggles sponsored the Australian Open Blitz with activations and games.

EXECUTION

$3.8 MILLION VALUE
$1.2 MILLION TIER 2 SPEND
800 X 45 SECOND TVC’S

‘Quality Shot’ message reinforced during replay of live shots with 108 plays. Only Tier 1 sponsors receive this level of exposure, which we received as a Tier 2 sponsor.
+ No charge Vignette campaign
+ 56 Night game billboards

SEVEN SUNRISE
Added value – 2 bonus 4 hour
Weather cross – 6 segments each

RESULTS

HIGHEST SALES EVER FOR JANUARY with enduring sales lift until April
23% increase in brand preference
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