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Boosting Don Smallgoods Salami Awareness: A Targeted Retail Campaign

In 2012, Mitchell & Partners executed a successful campaign for Don Smallgoods, focusing on enhancing brand awareness and preference for their salami among MGBs with kids aged 6-17. The strategy involved impactful advertising within retail environments to influence consumer purchase decisions. The results were impressive: 38% of consumers recalled the Don advertisement in stores, and nearly 80% acknowledged the reduced fat content of Don Salami. Additionally, consumer purchase intent rose to 73%, marking a 24% increase from before the campaign, showcasing strong engagement and effectiveness.

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Boosting Don Smallgoods Salami Awareness: A Targeted Retail Campaign

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  1. Don Smallgoods Campaign: Don Smallgoods – Salami Agency: Mitchell & Partners Year: 2012 Source: oOh!media Objective: Reinforce brand awareness and preference for Salami among target audience Audience: MGBs w/kids 6-17yo Strategy: Impact shoppers within the retail environment within real retail proximity to influence the purchase funnel Results: • Post campaign, 38% of consumers recall seeing the Don advertisement within the retail environment, making targeted retail media the second most recalled channel • The Don advertisement was successful at positively conveying ‘Don has reduced fat Salami that has 50% less fat’, with nearly 80% of consumers, post campaign • Post campaign, ShopaLite activity increased consumer purchase intent of Don Salami to 73% (an increase of 24% from pre campaign)

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