Driving Brand Awareness – Bluebird

Campaign objective:

To drive awareness of the new ‘Kiwi As’ range and to reinforce Bluebird’s iconic kiwi positioning.

Campaign solution:

  • Broadcast medium weight Adshel campaign
  • Proximity placement to supermarkets and other points of purchase
  • Two week duration
  • Research Market: Auckland
  • Target: 18 – 49 year olds
  • Other media used: TV

Key campaign results:

  • 37% awareness overall, 77% in the target market
  • Strong message out-take
  • 40% thought the ads were for a new or different chip/flavour
  • 49% of those who recognised the Adshel execution had also seen the ad on TV, vs 35% of the total sample.