Mayflower Sauces
King Asia Foods
A highly targeted online film for a food brand… with deliciously successful results.
Objectives
King Asia Food tasked RBH with creating an online commercial, establishing an engaging new position and executing a targeted national campaign for their three Mayflower sauce range. Clearly communicating their brand story, the campaign objectives included increasing brand awareness, directing target audiences to key retailers, and creating bottom-up demand that would encourage stockists to fill their shelves with more product than ever before.
Using emotional intelligence
Our research provided some key insights into the target audiences that shaped the creative and informed media selection and targeting for the campaign. Predominantly female and aged between 35 and 60, our audience was likely to attend Slimming World or Weight Watchers and had very limited time to prepare meals for their families, despite a strong desire to provide healthier options.
Solution
We produced a meal preparation video using fresh ingredients and demonstrated how the sauces could be used to add appeal to heathier meals.
Perfectly matched with key audiences’ media consumption habits, we planned a highly targeted, sequential YouTube campaign to achieve maximum impact, under the banner of a new ‘Meals need Mayflower’ proposition.
Results
Our accurate targeting and engaging creative worked together to realise impressive results. The campaign achieved 2.7m impressions and 879,244 views, with a 55.5% higher than industry click-through rate of 0.54% and a cost-per-click of £0.49, far lower than the £2.77 industry benchmark.
