After 15 years, Seabrook returns to TV with their ‘brilliant by the bagful’ campaign.

After a considerable amount of time off air, Seabrook’s aim was to increase brand awareness and improve perception in a category with low brand loyalty, dominated by a small number of key players. My role in the project included meeting with senior leadership to discuss how ITV could deliver for them their campaign objectives.

To gain standout and ensure the campaign had maximum impact, key shows were identified, and spots were secured in high profile soap and family entertainment shows. It was also important to reach viewers during prime snacking occasions and key moments were identified during the weekend and early evening. My role also included health checks throughout the campaign and to make adjustments throughout its duration to maximise results.

Key results:

• The campaign reached 52.8% of adults with a frequency of 8.3 in the ITV1 North & Central Regions meaning over 10 .6 million people saw the campaign.
• Seabrook saw an average increase of 23% on the number of units sold vs the previous 12 weeks period.
• Seabrook has overtaken McCoys to be No.1 in the crinkle cut crisps category.
• +26% year-on-year brand growth.

Thatchers Cider: ‘disrupting the category to become the fastest growing brand.’

This campaign had the aim of driving brand awareness and conversion to purchase in pubs and stores nationwide and sought to ‘encapsulate the generations of cider making expertise and unwavering strive for quality that is embodied in Thatchers Gold.’

With a skew towards sports, it featured alongside ITV coverage of the Six Nations and Euros among others. Working with the media agency, I made sure we delivered on their broadcast aims, featuring alongside the biggest sporting moments to drive real-time purchases, as well as a carefully planned schedule to maximise long-term awareness to their target audiences.

Key results:

• Winner of The Grocer’s Top Cider Campaign 2021 for the ‘perfection in every drop’ campaign.
• The campaign achieved a reach of 20 million people.
• No.1 draught apple cider produced by an independent, family owned, cider-maker.
• No.2 bestselling draught cider in the UK.

AutoTrader: helping Britain find their perfect match.

Launching their multi-million pound marketing campaign, AutoTrader came to ITV with the aim of celebrating the uniqueness of the British car buyer and helping them find the perfect car for their lifestyle. This campaign sought to ‘increase brand visibility and help position AutoTrader as a forward thinking, relatable brand.’

Planned against an all adult audience with a skew towards family entertainment, the campaign was strategically placed to appear in prime viewing slots where I managed the delivery across the ITV network in shows including The Voice Kids, The Masked Singer, Lorraine, Good Morning Britain as well as a selection of family films. Between Boxing Day and spring, the campaign was delivered to their audience on average 14 times across numerous touchpoints, keeping it fresh with a number of unique adverts each delivering the same core message strongly.

Key results:

• The brand’s longest running and highest investment in an advertising campaign to date.
• The campaign achieved over 122 million impressions over the campaign run in their multi-channel strategy across TV, BVOD, paid social media and display advertising.
• Record number of visits and engagement on its platform.
• Carbon neutral production of the AutoTrader advert.

RAF Benevolent Fund: building awareness across the nation to change the lives of veterans.

The charity provides financial, practical and emotional support to veterans and their families with the aim, of this campaign, being to build brand awareness and increase beneficiaries to the cause. Crucial research revealed that veterans themselves are less likely to reach out for help themselves meaning that the primary audience shifted to targeting family and friends to reach out to the charity on their behalf. Their motto ‘Join the search. Save a life’ reinforces this strategy.

ITV was approached to fulfil awareness in a spread of both daytime and peak hours and I worked with media agency Bray Leino to deliver on their aims across the ITV Network.

Key results:

• 1 in 5 people recognised the campaign, with the highest found through TV advertising.
• 57% reported the advert prompted them to think about whether they know someone who could benefit from the charity.
• Brand awareness increased by 35%.
• Campaign awareness reached 25%.

Project lead coordinating regional advertising spend for the Six Nations Championship.

Positioning brands within the biggest moments of the year can be huge for brand exposure, real time improvements in KPIs as well as breaking through the noise during edge-of-the-seat, nail-biting moments in the world of sport. My role during the Six Nations Championship incorporated coordinating with ITV sales teams and media agencies in the allocation of regional advertising spend for this world class sporting event.

Ground-breaking targeting through ITV’s premium video on demand service.

ITV’s ‘More than TV’ strategy set out its newfound focus on its digital offering, for both brands and viewers, in response to increasing pressure from streaming services and social media offerings. I contributed to living this strategy through being appointed VOD expert for the Yorkshire office, advising ITV sales teams on how to maximise regional advertising spend and advising agencies and clients on the growing options and possibilities for their campaigns.

I also represented our team in regional VOD development sessions where I would feedback client experiences and be involved in idea generation sessions for what would later become the Planet V and ITVX platforms.