S&W had a smaller budget than its competition and wanted to increase brand awareness in a low-interest category. The brand was premium priced and had over one thousand canned food items, and new products and lines were constantly being introduced. Previous advertising support consisted of a brand umbrella TV campaign focused on overall product quality.

We used the efficiencies of spot radio to attain a competitive presence. Radio effectively delivered the better-educated, higher-income, working women segment; frequency combated the low-interest nature of canned foods. And creative cost advantages versus TV allowed production of more executions, which kept the campaign fresh and allowed for more product specific messages and product introductions.

Results