When the creative works, sales follow- Atria's chicken fillets sales up 43%

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In its campaign, Atria Finland Oy wanted to communicate that all chicken products can be traced back to their farms of origin. The effectiveness of the creative was tested in the store environment and the results of the campaign were verified through an attention value survey and receipt data. Simple, clear and distinctive advertising achieved a good attention value and a significant increase in sales.

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Client: Atria Finland Oy

Campaign objective: to communicate the main message that all chicken products can be traced back to the farm of origin. As a sub-message, communicate the change in packaging colour and information on the number of fillets in the packaging.

Target group: all consumers who eat chicken at least once a week, with an emphasis on families with children

Advertising space: Store Digital

Campaign period: 16-22.10.2024

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Our Store Digital network reaches 90 % of Finns during the week and 86% say they have paid attention to advertising in grocery stores.

"The advantage of Store Digital advertising solutions is access close to the consumer's point of purchase. We were able to provide a brand message where the purchase decision is made," says Nanna Järvinen, Brand Manager, Atria.

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Significant sales growth through clear creative material

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Receipt data from the Smart Marketing campaign reporting verified the impact of the campaign on sales. During the campaign week, sales of Atria's chicken thin chicken fillets increased significantly both in the campaign locations and in other locations. In addition, the campaign had a positive impact on brand image. Thus, well-designed, simple materials can effectively achieve different levels of objectives.

+ 43 %

increase in sales in the campaign sites

+ 32 %

increase in other sites

"Sales at campaign sites increased significantly compared to the overall category trend," says Nanna Järvinen.

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Effective data does not need many elements

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Digital outdoor advertising should be easy to understand, eye-catching, thoughtful and easy to read. Animation increases viewing time by 60 %.

"The idea should be based on the image you want the ad to convey and the main feature of the product you want to market. The advertisement must be clear, unambiguous and simple, including animation where possible. And, of course, the distinctiveness of the advertisement and and creating an image that inspires trial play an important role," says Virpi Grönlund, Senior Client Service Director, TBWA.

The campaign consisted of three mutually supporting materials to communicate the characteristics and origin of chicken products.

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The campaign achieved high visibility and had a positive impact on brand image

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Norstat conducted a campaign study to determine the attention, impact and effectiveness of Atria's advertising in grocery stores. The good design of the material is reflected in the results of the study.

45 %

recalled having seen at least one version of the advertisement

88 %

found the advertising clear

50 %

felt that the advertising improved the image of the Atria brand

70 % of the survey participants felt that they definitely or felt that they definitely or somewhat belonged to the target group and 35 % felt that the advertisement made them want to try the advertised product.

"Overall, the campaign achieved its objectives and we are satisfied with the results. The attention value was at a good level and all messages went through well. The campaign also contributed to a positive brand image, which is an important objective for us in every campaign," says Nanna Järvinen.

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Sources:

1) Kantar Mind January-June 2021

2) Consumer Compass Consumption, Consumer Insights, Consumer Perception and Bauer Media Outdoor. Consumer Compass, Consumer Reports, Consumer Compass Consumer Survey 2018. Target group: N1040, Population 18-69

3) Kinetic: Digital Eye and Face Tracking (2011)

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