With increasing competition from rival soup companies and supermarket own brands, a fresh approach was needed for GLORIOUS! to remain the preferred choice for soup lovers. TSC tasked ON Marketing with two simple objectives. Increase brand awareness. Deliver the ‘Adventure through Food’ ethos. And so #GloriousAdventures was born.
Using an integrated marketing strategy, ON Marketing took the innovative approach of delivering the two objectives in tandem. PR, blogger outreach, SEO, web design and social media were all channelled through the #GloriousAdventures campaign. But how did it work?
#GloriousAdventures increased brand awareness by promoting the culture of ‘Adventure Through Food’.
Increased prompted brand awareness from 25% to 36%
Outstripped category growth with sales up 27% year-on-year
Grown the GLORIOUS! market share to 10%
Through a series of events and competitions, the #GloriousAdventures PR and blogger outreach programme generated content detailing global #GloriousAdventures while endorsing the brand, reaching 31 million people. Combined with tireless SEO work, traffic to the new GLORIOUS! website grew 47% year-on-year in the four months after the website launched.
#GloriousAdventures promoted user-generated content, with the online community sharing their own food and travel adventures. A reach and impressions count of 16.8 million was achieved on social media, leading to an increase in fans of the brand by 80%.
“This is an exciting time for the GLORIOUS! brand and ON Marketing have taken us to new heights across all online channels. Their integrated and creative approach has been refreshing and a perfect fit for the brand. We are now seeing the exciting flavours that we are creating in our GLORIOUS! kitchen come to life on multiple platforms.”Debbie Bower
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