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2004 BEST USE OF MAGAZINES WINNER

WINNING ENTRY - Let me into your drawers

COMPANY - bellamyhayden / Eighty K's

CLIENT - The Smith's Snackfood Company

SPONSORED BY
www.magazines.org.au
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OBJECTIVE

Parker's Pretzels were launched as a low fat salty snack alternative, predominantly targeting younger females uncomfortable eating full fat chips. In 2003, Parker's introduced multipacks containing six 30g individual serve sizes. The campaign aimed to target the young female office worker's bottom drawer between 2pm and 4pm.

CAMPAIGN

Via its own research, bellamyhayden developed specific insights as to what prompted its target into "minibreaks". Among its findings was the fact that mini-breaks were often prompted by office banter centred around celebrity gossip. The agency settled on Who magazine to deliver its four-pronged message. Firstly, it placed ads on the magazine's "inside scoop" gossip page. Secondly, it tailored horizontal pages within "inside scoop" detailing a pretzel party prize pack for logging onto who.com and subscribing to "daily scoop", an email sent to all who.com subscribers with links to that day's celebrity/star gossip. Thirdly, it worked with the magazine to ensure delivery of the "daily scoop" emails occurred between 2pm and 4pm. Lastly, the Parker's multipack promotion featured on the magazine's home page via a pop-up.

RESULTS

Parker's Pretzels unaided awareness grew to a peak of 39%, a 254% increase. The product experienced 61% growth from pre-advertising levels. There was 180% growth in claimed past-seven-day consumption and 123% growth in past-four-week consumption. Multipacks had incrementally grown the brand while achieving 10% of total Parker's value.

JUDGE'S COMMENTS

"This winner challenged the convention that magazines cannot be time-specific."

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