december19 Uses the Power of TV for Online Butcher Farmison

december19 was tasked to increase Farmison sales by using the power of TV. Its target was an affluent audience who takes pride in their cooking, with a particular interest in organic, sustainably sourced British produce. 

The competitor set and home delivery market demand boomed over lockdown showing clear TV patterns they could piggyback on. Farmison only had a fraction of the budget, so d19 needed to be smarter ensuring maximum relevancy and campaign effectiveness.

The solution was to use a DRTV approach to squeeze as much life out of the budget to maximise TV reach. 

From a programming perspective the agency focused on contextual foodie programmes including hero spots in James Martin’s Saturday Kitchen and Sunday Brunch on the launch weekend to kick the campaign off with a bang, driving its 1+ reach immediately.  

By cherry-picking channels, d19 ensured that Farmison was exposed to its affluent foodie audience meaning little wastage and strong reach and frequency delivery. 

d19 took advantage of Farmison’s rich customer data by tailoring activity to dayparts and days of week which drove the most sales. By using its TV attribution tool, d19 continually monitored the response levels and further maximised the impact of the campaign by adjusting spot times to more efficient moments.

The outcome of the campaign saw 60% increase in gross revenue, 37% increase in total orders and 71% increase in new customers.