New ad campaign targets the 'concerned and careful'

Freedom Food has been trialling a press and online advertising campaign targeted at Standard Plus consumers - a consumer segment identified by research as being concerned about animal welfare, but also careful with their money. This means that more affordable higher welfare indoor products can be an attractive proposition.

If the trial outcome is successful, the targeted campaign will be rolled out in two or three pulses next year and possibly beyond, providing the structure for a Freedom Food marketing campaign in line with our new long-term strategy,

says Marketing Manager Liam Kurzeja.

The autumn trial consists of half-page horizontals in five selected women’s and TV magazines as well as display advertising on news, lifestyle and email websites. The magazines have a combined circulation of 4.1 million and the online trial aims to deliver a potential 15 million viewable visits.

“The objective of the advertising campaign is to increase awareness among the Standard Plus segment by 5% year-on-year,” explains Liam. “This will be measured in our annual awareness research  which – unlike previous years – will now be segmented to help us to truly judge the success of the campaign over a 12-month period.

“In the meantime we will also be looking at a whole range of online analysis, allowing us to maximise the effectiveness the campaign by focussing on the strongest performing mediums. A secondary objective of the campaign is to create opportunities for outlets, producers and internal stakeholders to take advantage of this heightened awareness.”