New category buyers a key result from Ingham's first audience-led OOH campaign

Chicken brand's chief marketing officer talks through the thinking and data insights that drove its latest out-of-home advertising campaign with oOh!Media

A 30 per cent increase in free range chicken buyers and a 72 per cent lift in new brand buyers are two standout results for Ingham’s chief marketing officer, Seb Brandt, from its first audience-led outdoor campaign.

The Australian chicken brand recent partnered with oOh!Media on a targeted out-of-home campaign to drive awareness and conversion to ‘The free ranger’, a recently launched free range product in its portfolio. The campaign ran in April and May 2021 across oOh!s small format network in NSW and Victoria. It involved working with media agency, Bohemia, on targeting category buyers based on a combination of transaction data, audience types, location and product range availability.

Brandt told CMO that with a commoditised, low involvement product, he’s historically focused most of his marketing dollars on in-store activity and within 5 feet of making the purchase, “knowing it’s the best chance to influence”.

“It’s very unlikely anyone would write Ingham’s chicken on their shopping list,” Brandt commented. “This is a low involvement category, and brand equity scores across all particulars in this area would back that up.”

If any money was leftover, Ingham’s would put it into generic outdoor advertising. However, Brandt said he’d always struggled with the potential waste associated with an outdoor campaign, and the lack of control of which billboards would be harnessed.

“My biggest nervousness around outdoor in the past has stemmed from wastage, high eyeballs and low cut-through,” he said.

Even in-store and shopping centre locations, where companies like oOh! and Shopper Media have plenty of indoor panels, Brandt said he’d been concerned panels would be chosen in locations away from its core stockists or in less-than-ideal locations.

What made the latest program of work appealing was the combination of digital, as well as the ability to marry audience and transactional data with location washed against Ingham’s availability data for a targeted campaign, Brandt said. Ooh!’s planning tool, Smart Reach, was employed for the campaign, which offers advertisers 500 discrete buyer groups to choose from.

As Brandt pointed out, the capability to target people pre-disposed to a new free range brand was important. What was also crucial was to ensure activity took place near retail where the limited range product was stocked. The free range chicken category represents between 20-25 per cent of the total chicken category.

Being able to harness consumption data by suburb through Quantium’s aggregated transactional data with oOh! bringing audience data to the table led to a “triumvirate approach” that delivered stellar results, Brandt said.

Ingham’s also accessed post-campaign reporting based on Quantium’s aggregated transactional data and was able to wash store sales against when the campaign ran to identify uplift.

Key results included a 30 per cent surge in the number of free range chicken buyers, compared to a 3 per cent increase for the whole chicken category. “That was the killer stat,” Brandt said.

Ingham’s also increased its share of the free range category by 27 per cent. In addition, 72 per cent of Ingham’s buyers were new to the brand, and the proportion of new buyers was 50 per cent higher for Ingham’s compared to the broader category.   

“This is when you know you are recruiting new users and where you win,” Brandt said.

This was also the first big campaign for Ingham’s The free ranger product, which was launched less than a year ago.

“We deliberately chose a new brand and category and new product for this activity,” Brandt said, noting this helped in making it even clearer the impact of the out-of-home activity.  

“I was blown away by the sales results and new consumers. And our brand continues to grow,” he added.

Don’t miss out on the wealth of insight and content provided by CMO A/NZ and sign up to our weekly CMO Digest newsletters and information services here. 

You can also follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page



Join the newsletter!


Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

Beautiful article.


15 brands jumping into NFTs

Read more

"Blue" is really gorgeous and perfectly imitates a human customer support operator. Personally, I won't order a chatbot development for m...

Nate Ginsburg

Why the newest member of BT’s contact centre is a chatbot

Read more

As today’s market changes rapidly, the tools we use change, and it is important to adapt to those changes to continue to succeed in busin...

Anna Duda

Report: 10 digital commerce trends here to stay

Read more

MAN! this is really a well-written article. Anything regarding app development is well addressed in this article. Especially, the way you...

AIA Developers

Mini marketing leader takes group marketing reins at BMW

Read more

Lyre’s and Dohler will not be sued by Arkay Beverages for stealing Arkay’s trade secrets

Reynald Grattagliano

Lyre's Spirit Co follow up investment injection with global media partnership

Read more

Blog Posts

How the pandemic revealed the antidote to marketing’s image problem

What does marketing truly ‘own’ in most organisations? Brand and campaigns, definitely. Customer experience? That remains contested ground.

Murray Howe

Founder, The Markitects

Still pursuing a 360-degree view of the customer?

On the Internet, nobody knows you’re a dog.” It may have been true in 1993 when this caption to a Peter Steiner cartoon appeared in the New Yorker. But after 30 years online, it’s no longer the case.

Agility in 2022

Only the agile will survive and thrive in this environment and that’s why in 2022, agility will need to be a whole-business priority.

Sam McConnell

Melbourne bureau chief, Alpha Digital

Sign in