Mackie’s ice cream ITV campaign
Mackie’s ice cream ITV campaign
Campaign Objective – to increase Mackie’s ice cream brand awareness and build sales South of the border
Target audience – Women ABC1
Target Area – England & Wales
Activity – TV advertising using a combination of ITVX and ITV1
Results – 20% increase in product sales YoY, 11% increase in UK penetration, +200k new buyers of Mackies’ product YoY
At MEERKATworks, we have clients large and small, across all business sectors, but many potential clients out there aren’t aware of our prowess as a food and drink advertising agency. Of course, food advertising, and drink advertising, have long called to our MEERKAT ‘sweet teeth and savoury tummies’ but since lockdown, food and drink advertising generally, and food advertising campaigns particularly, have become a significant and joyful area of growth for us.
We are especially proud of our ongoing campaigns with real dairy ice cream and chocolate producers, Mackie’s of Scotland. This summer we worked with this sustainable ‘sky to scoop’ brand to secure a tremendous TV advertising opportunity on ITV, in a carefully planned drive to build awareness south of the border. We worked closely with Mackie’s to establish KPIs to measure the success of the campaign and negotiated a finely targeted TV campaign across ITVX and ITV1.
The campaign has significantly boosted brand awareness amongst ABC1 women in the targeted areas of England and Wales. In addition, it is important to note that the ITV activity formed part of the wider Mackie’s Perfect Partner campaign which was planned and bought by the MEERKATs across digital audio, programmatic and podcasts.
“We’re delighted with how our summer ITV1 campaign performed this year, which has had a strong and tangible positive impact.”
Angus Hayhow, Head of Marketing, Mackie’s of Scotland
You can read more about the success of Mackie’s ITV advertising campaign here.
