The challenge

• Onken needed to balance short-term sales for new product launches with long-term brand growth in a highly competitive yoghurt category.

• The brand required a strategy that would build fame and reach while ensuring sustained exposure to light buyers and new audiences.

The bigger question

• Could a TV-led strategy deliver immediate sales impact and lasting brand fame in a crowded FMCG category?

• We asked whether hero spots on contextually relevant programming, supported by OOH and digital, could maximise efficiency while driving conversions across multiple product lines.

The results

• £68k liner TV added value provided (14% over-delivery)

• 17.3m OOH impressions delivered (3% over-delivery)

• 3.9m digital impressions delivered