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.

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