Pasta brand San Remo turned a $1 million regional media advertising investment into 47% category growth across the campaign regions, a 9.4% sales increase in spaghetti, 0.9% increase in dollar value and 0.6% increase in volume share in the highly competitive specialty foods category.
San Remo Chief Marketing Officer, James Askham-Levy: “Boomtown had a significant impact. We were able to deliver a healthy and natural source of carbohydrates to regional Aussie families, exponentially grow our dry pasta sales, and drive an impressive market share gain for the brand.”
The 12-week multi-platform campaign focused on making Friday night a new occasion for pasta for regional families, with the theme: Make Friday Night Pasta Night.
It launched in regional markets across three Boomtown cities, comprising 775,000+ residents with a multi-platform campaign across radio, TV, out-of-home, and print and digital news formats.
Wavemaker Adelaide won $1 million in regional advertising for its client San Remo as part of a Boomtown initiative
Boomtown Chairman and SCA Chief Sales Officer, Brian Gallagher: “There are a stack of insights advertisers can gain from our San Remo case study and compelling evidence of the outstanding ROI and business growth regional media delivers."
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