CASE STUDY: IPC Informs & Inspires Bakers Using Dr. Oetker Range
Provided by Time Inc. UK
Using a range of our titles and websites the campaign showcased the hero products of Marzipan and Regal-Ice Ready to Roll icing
What was the Challenge / Background of the Campaign?
IPC Media is an authority on food creating over 17,000 recipes a year across the IPC portfolio of magazines and websites. We have a talented team of food editors who really know what the IPC audience wants in terms of food content.
We know that our readers and website users love to bake and are always looking for new ideas and actively seek out food content.
What was the Campaign Objective?
To educate consumers on the range of baking products that Dr. Oetker produce with particular emphasis on Marzipan and Regal-Ice Ready to Roll icing. To build up brand awareness of Dr. Oetker as a key baking brand. Encourage website users to click through to the Dr. Oetker website and inspire consumers to get creative with their Dr. Oetker products.
What was the Solution?
'Inspiring Christmas Baking' - Using a range of our titles and websites the campaign would showcase the hero products of Marzipan and Regal-Ice Ready to Roll icing using a series of recipe ideas. We wanted to demonstrate how versatile the Dr. Oetker baking range is and to give consumers new ideas in how to use the products to make some spectacular desserts and cakes. Women & Home was the lead brand for this campaign, showcasing a delicious "Icing on the Cake" 16 page baking feature. The project was complimented by further original recipes across the print and online titles.
What were the Results?
30% of print readers said they had looked out for Dr. Oetker products on the supermarket shelves, wth 6% of digital consumers buying items from the Dr. Oetker range. Significantly, awareness of all Dr. Oetker products increased.
What were the Key Learnings of this Campaign?
69% thought the print campaign was memorable, with 49% for the digital campaign. Further, there were increases in brand perception with Dr. Oetker being seen as more creative, having a wide range of products, better quality, more convenient, more useful and more practical.