What was the Challenge / Background of the Campaign?
Bertolli needed to gain share of voice in a crowded marketplace to drive sales.
What was the Solution?
With TNT's in-house targeting expertise, it was possible not only to identify typical Bertolli customer groups, but also to home-in on where they live and shop. Integrating the theme of the above-the-line marketing campaign, the entertaining and informative door drop leaflet also contained a 30p money-off coupon which proved highly effective as a call-to-action.
What were the Results?
The door drop element of the campaign generated £1.86 for every pound spent, driving an increase in penetration of 1.65% in this crowded and competitive market segment.
What were the Key Learnings of this Campaign?
Targeting has played an integral part in achieving this success. Combining proximity to stores, transaction data resulted in far higher hit rates of high-spending, high-density target customers.