How Tiptree made a big impact boosting brand awareness
The Brand
Wilkin & Sons have been growing fruit on a farm in Tiptree, Essex, since 1757, and making world renowned preserves since 1885 – meaning they have been making jams, marmalades, chutneys and relishes for over 140 years.
The Challenge
In an increasingly competitive category, and no significant ATL presence in recent years, Tiptree wanted to rebuild awareness, relevance and consideration for the brand among its core consumers.
Strategy
Television was chosen as the lead channel, bringing Tiptree back to the medium for the first time in over 30 years.
Running exclusively on ITV1 over a four-week period, we strategically concentrated activity around breakfast and morning programming during the week, alongside food-related programming at weekends.
This approach aligned closely with the campaign’s ‘Raise a Toast to the Great British Breakfast’ platform, placing Tiptree in front of consumers at key moments when food, breakfast and family were already front of mind.
Results
Awareness (highest recorded level ever!)
Consideration
Intent To Purchase
