Digital brand campaign
Our brief from Burts was to drive a step-change in the brand’s digital strategy and output, with a focus on driving consumer engagement and sales across regions with the highest distribution in the South West and London.
To stand out in the busy hand-cooked crisps category and create a connection with consumers, we set out to create a more meaningful differentiation vs. Burts’ core competitors. This meant moving away from the typical category messaging just around flavour and taste, by adding in a new dimension…
The brand strategy highlighted adventure as an engaging territory to explore with the target audience, especially during the summer period.
We also identified that the consumer need state for snacking was rooted in alleviating boredom, so if our campaign could capture consumers’ attention when they were bored, we would connect with consumers on a more emotional level – which would ultimately increase relevance and consideration.
Using adventure as our focus, and combining it with provenance and humour would create an innovative, exciting and creative campaign territory – it also linked directly to Burts by making a virtue of their proud South West heritage and locally-sourced ingredients.
The ‘Bags of adventure’ summer campaign gave consumers the opportunity to engage with Burts in a whole new way, by discovering hand-picked adventures across the South West.
Featuring exciting South West adventures provided the opportunity to link the campaign to Burts’ heritage and their distinctive and enticing flavour provenance stories. The South West focus also provides an attractive story for both regions we wanted to target – with the local community being proud of their region and Londoners regularly visiting the South West for adventures.
Discover adventure and win!
The Burts website acted as the hub for the campaign, where consumers could discover handpicked South West adventures with a chance to find a unique South West adventure every day, and also win daily adventure prizes.
The campaign used an energetic and adventurous creative look and feel and an unique, immersive mechanic to get consumers into the campaign.
Get a Grid Reference
A unique feature of the campaign was each visitor collecting a grid reference via the site and using this (as a code) to discover a handpicked adventure in the South West.
Each unique grid reference linked to a handpicked adventure in the South West. In total there were 60 adventures in South West England, including hidden beaches, off-the-beaten-track woodlands and National Trust sites. Many of these locations are where Burts Chips can be bought out of home.
These adventures combined with daily prizes – with two main prizes on offer; a 3-night stay and surf weekend at Watergate Bay Hotel and a one week stay in a holiday cottage in South Devon. Plus every day, entrants had the opportunity to instantly win smaller adventure-themed prizes, from Go Pro cameras to Dick Pearce belly boards.
The campaign was delivered via a highly targeted social and digital media campaign to drive significant reach and impact amongst our target audiences. Using rich content and ad formats on Facebook and display advertising, we targeted key audiences with an interest in adventure and outdoor activities based in the South West and London.
Burts were delighted with the campaign success. At a headline level, the campaign delivered 11% YOY sales uplift, which represented an ROI of 4:1
Driven by significant reach
Reached over 4.5 million targeted consumers over the eight-week campaign
1.5 million consumers over 3 x via social media
13 million display ad impressions – 3 million reach
High campaign engagement
4x industry average click through rate
10 x increase in website visits
Overall a hugely successful campaign that has laid a foundation for bigger and better activities in 2019.
We would like to extend our thanks to our partners in this campaign –
Watergate Bay Hotel – for supplying a wonderful weekend stay
Original Cottages – for supplying a fantastic cottage holiday prize
Dick Pearce Belly Boards – for providing their lovely belly boards
Kovered – for supplying their fantastic rucksacks
Dewerstone – who supplied brilliant bespoke t-shirts to every winner