Dolmio wanted to drive maximum awareness and trial of the new launch of their organic sauce range. dunnhumby created a campaign using digital screens in Tesco stores throughout the UK. The campaign consisted of a 5 second piece which was shown on screens in the power aisle and a 10 second piece in the grocery zone. The results showed a sales uplift for Dolmio organic sauce of 22.4% during the campaign and a sales uplift of 11.3% after the campaign had ended. Overall a total of 5,884,136 households were covered.
To raise brand awareness and gain trial.