AHDB Advertising Campaign Development

Background

The Agriculture and Horticulture Development Board (AHDB) helps to make Great Britain’s livestock, dairy and agriculture sectors more successful, providing market information to improve supply chain transparency and stimulating demand in the UK and export markets.

The Challenge

As the champion of meat & dairy products, AHDB markets beef, lamb, pork and dairy products to the public, increasingly in a time where meat & dairy free diets are becoming more popular. Our challenge was to uncover the ‘hooks’ that would enable meat and dairy to reclaim lost ground and stop a negative shift in sales.

Our Approach

We ran a combination of qualitative and quantitative research (online quant interviews and online focus groups) to deliver both statistically robust and rich in finding Insight.

The Outcome

We identified 3 clear areas that our client could exploit to positively affect sales. These fed directly into marketing plans and creative briefs.

The first of these – ‘Milk Your Moments’ has just been evaluated from an ROI perspective, achieving substantial success:

£1 of campaign spend resulted in £13.99 in retail sales
£6.6m in milk sales attributed to the campaign
212,000 households who otherwise wouldn’t have done, bought milk