THE CHALLENGE

Tribe's founding Member agencies, Family and You Agency, were challenged with launching the Naked product range of bacon, ham and sausages. Over time this has grown to include plant-based products and other new products.

THE STRATEGY

Working with a decisive and enlightened client our strategy was to dominate a few key media channels in certain cities targeting a very clearly identified audience. As a smaller brand we had to focus our activity and at the same time surprise consumers with high impact media such as huge digital posters in heavy footfall areas.

THE EXECUTION

Our campaign ran on high impact posters in key cities, appeared in food magazines and was present in OOH outside supermarkets. We  also produced a TV commercial during lockdown to take advantage of cheap airtime. All this activity complemented growing social and digital activity.

THE RESULTS

• 15% Sales uplift in Sainbury's
• 900% Increase in social media engagement
• 59% Sales uplift in Waitrose that were supported by OOH versus no support