Onken
Boosting Yoghurt Sales and Brand Fame with TV-Led Campaign
Launched:
2025
Challenge
Onken needed to balance short-term sales delivery for NPD launches with long-term brand growth. Operating in a highly competitive yoghurt category, the brand required a strategy that would deliver fame and reach while ensuring longevity of exposure to light buyers and new audiences.
Solution
December19 built a media plan anchored in TV to deliver reach and fame, supported by OOH around point-of-sale and digital activity to drive conversions.
Hero spots on ITV and Sky programming maximised contextual relevance, while targeted social creative tested different formats for efficiency and resonance across product lines.
Effectiveness
+14%
Over-delivery in linear TV activity - £68k in value
33%
Incremental value delivered across ITV programming
17.3M
OOH impressions, with 3% over-delivery
3.9M
Digital impressions with video delivering 7x higher CTR at half CPC
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