CASE STUDY: LowLow cheese launches with triple TV burst

Provided by Thinkbox
Kerry Foods wanted to launch LowLow and promote its great taste but lower fat. TV sits at the heart of a multimedia campaign.
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What was the Challenge / Background of the Campaign?

Kerry Foods wanted to launch their LowLow cheese brand which is lower in fat than regular cheese. Consumers are often sceptical about low fat products but once they try LowLow they know it tastes great, so driving trial was crucially important. They used three bursts of strategically timed TV - starring an intrepid, cheese-loving mouse - to reach women aged 25-54 and to create fame and awareness for the new brand. As a result, millions of households have been persuaded to trial LowLow. Here you can find out more about how they did it. Find out more...

What was the Campaign Objective?

To drive trial of LowLow cheese.
BudgetReach & FrequencyTarget AudienceMedia Used
£501k +Health conscious female main shoppers, aged 25-54
25 - 34
35 - 44
45 - 54
Main Shopper
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
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