Go tropical
Oykos were running a national on-pack competition, giving shoppers the chance to win a Greek Island Escape and to meet Peter Andre. They also planned to have an ASDA-exclusive addition to the prize (a one-on-one picnic with Peter Andre) as part of their retailer differentiation strategy. How could we bring a national ATL campaign featuring a competition through-the-line, whilst maintaining a bespoke approach for the Asda specific campaign?
The challenge
Recognising that the typical Oykos shopper has a family, loves brands with personality and is swayed by promotions, we highlighted the added exclusive offer with Peter Andre.
Looking at the ASDA shopper, we knew that they also favoured strong promotion, along with exclusive flavours, so we leveraged the new flavour as the hero pack within the creative.
{"items":["3211b1f9-ee12-4d5b-b5f9-69dc2a275b76_0"],"styles":{"galleryType":"Strips","groupSize":1,"showArrows":true,"cubeImages":true,"cubeType":"fit","cubeRatio":1.7777777777777777,"isVertical":false,"collageAmount":0.8,"collageDensity":0.8,"groupTypes":"1","oneRow":true,"imageMargin":2.5,"galleryMargin":0,"floatingImages":0,"chooseBestGroup":true,"smartCrop":false,"hasThumbnails":false,"enableScroll":true,"isGrid":false,"isSlider":true,"isColumns":false,"isSlideshow":false,"cropOnlyFill":true,"fixedColumns":0,"enableInfiniteScroll":true,"isRTL":false,"minItemSize":120,"rotatingGroupTypes":"","rotatingCubeRatio":"","gallerySliderImageRatio":1.7777777777777777,"numberOfImagesPerRow":3,"numberOfImagesPerCol":1,"groupsPerStrip":0,"borderRadius":0,"boxShadow":0,"gridStyle":0,"mobilePanorama":false,"placeGroupsLtr":false,"viewMode":"preview","thumbnailSpacings":0,"galleryThumbnailsAlignment":"bottom","isMasonry":false,"isAutoSlideshow":true,"slideshowLoop":false,"autoSlideshowInterval":4,"useCustomButton":false,"bottomInfoHeight":0,"titlePlacement":"SHOW_ON_HOVER","galleryHorizontalAlign":"center","galleryTextAlign":"center","galleryVerticalAlign":"center","scrollSnap":true,"itemClick":"nothing","fullscreen":true,"allowSocial":false,"allowDownload":false,"allowTitle":false,"allowDescription":false,"loveButton":false,"loveCounter":true,"videoPlay":"hover","scrollAnimation":"NO_EFFECT","scrollDirection":1,"overlayAnimation":"NO_EFFECT","arrowsPosition":0,"arrowsSize":23,"watermarkOpacity":40,"watermarkSize":40,"useWatermark":true,"watermarkDock":{"top":"auto","left":"auto","right":0,"bottom":0,"transform":"translate3d(0,0,0)"},"loadMoreAmount":"all","defaultShowInfoExpand":1,"allowTitleExpand":true,"allowDescriptionExpand":true,"allowLinkExpand":true,"expandInfoPosition":0,"allowFullscreenExpand":true,"fullscreenLoop":false,"galleryAlignExpand":"left","addToCartBorderWidth":1,"addToCartButtonText":"","slideshowInfoSize":200,"playButtonForAutoSlideShow":false,"allowSlideshowCounter":false,"hoveringBehaviour":"APPEARS","thumbnailSize":120,"magicLayoutSeed":1,"imageHoverAnimation":"NO_EFFECT","calculateTextBoxHeightMode":"AUTOMATIC","calculateTextBoxWidthMode":"PERCENT","textBoxHeight":0,"textBoxWidth":200,"textBoxWidthPercent":50,"textImageSpace":10,"textBoxBorderRadius":0,"textBoxBorderWidth":0,"textsVerticalPadding":0,"textsHorizontalPadding":0,"titleDescriptionSpace":6,"customButtonText":"","customButtonBorderWidth":1,"customButtonBorderRadius":0,"loadMoreButtonText":"Load More","loadMoreButtonBorderWidth":1,"loadMoreButtonBorderRadius":0,"imageInfoType":"NO_BACKGROUND","itemBorderWidth":0,"itemBorderRadius":0,"itemEnableShadow":false,"itemShadowBlur":20,"itemShadowDirection":135,"itemShadowSize":10,"imageLoadingMode":"BLUR","expandAnimation":"NO_EFFECT","imageQuality":90,"usmToggle":false,"usm_a":0,"usm_r":0,"usm_t":0,"videoSound":false,"videoSpeed":1,"videoLoop":true,"gotStyleParams":true,"selectedLayout":"4|bottom|1|fit|false|1|true","showVideoPlayButton":true,"galleryImageRatio":2,"sharpParams":{"quality":90,"usm":{}},"imageLoadingWithColorMode":"PICKED_COLOR","imageRatioType":"FIXED","numberOfDisplayedItems":3,"itemBorderColor":{"themeName":"color_15","value":"rgba(108,111,112,1)"},"itemShadowOpacityAndColor":{"themeName":"color_15","value":"rgba(108,111,112,0.2)"},"textBoxBorderColor":{"themeName":"color_15","value":"rgba(108,111,112,1)"},"textBoxFillColor":{"themeName":"color_12","value":"rgba(218,219,219,1)"},"alwaysShowHover":false,"isStoreGallery":false,"previewHover":false,"galleryLayout":4,"itemOpacity":{"themeName":"color_14","value":"rgba(144,147,148,0)"},"itemFont":{"style":{"bold":false,"italic":false,"underline":false},"family":"wfont_53c519_283b82f8a154434abe2f5d5ae2d59e70,wf_283b82f8a154434abe2f5d5ae,orig_montserrat_semibold","preset":"Heading-S","editorKey":"font_6","size":20,"fontStyleParam":true,"displayName":"Small Heading","value":"font:normal normal normal 20px/1.4em wfont_53c519_283b82f8a154434abe2f5d5ae2d59e70,wf_283b82f8a154434abe2f5d5ae,orig_montserrat_semibold;"},"itemFontSlideshow":{"family":"helvetica-w01-bold","displayName":"Basic Heading","style":{"bold":false,"italic":false,"underline":false},"size":22,"preset":"Custom","editorKey":"font_5","fontStyleParam":true,"value":"font:normal normal normal 22px/27px helvetica-w01-bold,helvetica-w02-bold,helvetica-lt-w10-bold,sans-serif;"},"itemDescriptionFontSlideshow":{"family":"helvetica-w01-light","displayName":"Paragraph 2","style":{"bold":false,"italic":false,"underline":false},"size":15,"preset":"Custom","editorKey":"font_8","fontStyleParam":true,"value":"font:normal normal normal 15px/18px helvetica-w01-light,helvetica-w02-light,sans-serif;"},"itemDescriptionFont":{"family":"helvetica-w01-light","displayName":"Paragraph 2","style":{"bold":false,"italic":false,"underline":false},"size":15,"preset":"Custom","editorKey":"font_8","fontStyleParam":true,"value":"font:normal normal normal 15px/18px helvetica-w01-light,helvetica-w02-light,sans-serif;"},"itemFontColor":{"themeName":"color_11","value":"rgba(255,255,255,1)"},"itemFontColorSlideshow":{"themeName":"color_15","value":"rgba(108,111,112,1)"},"itemDescriptionFontColor":{"themeName":"color_11","value":"rgba(255,255,255,1)"},"itemDescriptionFontColorSlideshow":{"themeName":"color_15","value":"rgba(108,111,112,1)"},"loadMoreButtonFont":{"family":"wfont_53c519_c9c928a09c7e420387e507940d4cc996,wf_c9c928a09c7e420387e507940,orig_montserrat_light","displayName":"Paragraph 2","style":{"bold":false,"italic":false,"underline":false},"size":18,"preset":"Body-M","editorKey":"font_8","fontStyleParam":true,"value":"font:normal normal normal 18px/1.4em wfont_53c519_c9c928a09c7e420387e507940d4cc996,wf_c9c928a09c7e420387e507940,orig_montserrat_light;"},"loadMoreButtonFontColor":{"themeName":"color_15","value":"rgba(108,111,112,1)"},"loadMoreButtonColor":{"themeName":"color_11","value":"rgba(255,255,255,1)"},"loadMoreButtonBorderColor":{"themeName":"color_15","value":"rgba(108,111,112,1)"},"arrowsColor":{"themeName":"color_11","value":"rgba(255,255,255,1)"},"oneColorAnimationColor":{"themeName":"color_11","value":"rgba(255,255,255,1)"},"responsive":false,"isAccessible":false,"allowLeanGallery":false,"layoutsVersion":2,"selectedLayoutV2":4,"isSlideshowFont":false,"externalInfoHeight":0,"externalInfoWidth":0},"container":{"top":"","bottom":"","left":"","right":"","width":980,"height":436,"position":"","avoidGallerySelfMeasure":true,"galleryWidth":985,"galleryHeight":438,"scrollBase":0}}
Creative and media strategy
The results
19%
Sales uplift
£2.69