Objective Campaign
The promise « Toffifee a treat for all the family » says it all. Toffifee, was looking for a way to rejuvenate its brand image towards families.
In cinema they have found an alternative strategic medium – next to television, to do so. Especially during the Summer months, when sales dropped, the goal of the cinema campaign was to keep the sell out at least stable and to address a new audience of families with children in theatre.
Starting from their existing classic TVC they launched this spot on the big screen.
Media Characteristics
The results from the post-impact test during the first and second waves were very positive.
Toffifee attained the set objectives. Aimed at families with children, the chocolate treat could boost their brand image. Most importantly, the sell out stayed stable, no drop in sales had been noticed.
Reason Best Practice
For Toffifee this was their first experience with cinema. Convinced and backed by the amount of relevant data the decision was made to fit in cinema into their mediaplan.
Thanks to a smart choice of campaign period with the appropriate family movies present, Toffifee could profit in a very efficient way from the extra movie visitors stream right within their target audience.
The results showed signicifant increase in purchase intention (STAS).
Toffifee vond in cinema het juiste kanaal om familiale doelgroepen aan te spreken en slaagde erin de verkoopcijfers hoog te houden tijdens een periode (zomer) die traditioneel een dip betekent. (Wendy Van Dijck)