Page 38 - TAM Review 2019

Best Newcomer

Creative use of TV sponsorship to deliver

increased brand awareness and sales.

Agency: Vizeum
Brand: O’Donnells Crisps

With minimal marketing investment, O’Donnells Crisps was

ranking as the 3rd biggest crisp brand in the market. However,

awareness for the brand was low. To continue to meet the business
expectations of organic growth (without any NPD), O’Donnells

needed to grow awareness and in turn purchase consideration.

Knowing that they had to reach more mass audience with their
brand communications, the answer to the brief became incredibly

clear-TV. The team at O’Donnells and Vizeum decided that TV

would best fit the brief. After careful consideration TV sponsorship
was identified as the mainstay of the strategy. Vizeum set out to 9

identify shows that would align with the brand’s tonality while 1

reaching its target audience. Sponsoring Greys Anatomy put the

brand front of mind every week, when the target 25-44 female
audience were treating themselves watching this “appointment to

view” television.

For extra resonance and the greatest impact, O’ Donnells created Review 20

produced stings that were exclusive to the partnership and were

rotated regularly. The sponsorship was amplified via social media

via competitions, quizzes and sneak peaks.

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