Lead Forensics

Fill 1 Created with Sketch. Swizzels

Swizzels, the confectionary giant behind much-loved treats such as Drumsticks, Love Hearts and Squashies, appointed Guerillascope as its TV buying partner in 2020.

Fill 1 Created with Sketch. Objectives

  • Raise awareness of the brand’s new product, Great British Puds.
  • Drive in-store sales at selected retail partners.

Fill 1 Created with Sketch. Results

  • With seasonally lower rates, a lockdown-driven surge in TV viewing and the onset of the summer holidays, July and August were pinpointed as a great opportunity to achieve mass reach across the brand’s core customer-base, parents with children.
  • Due to the impact of COVID-19 on a slowed TV market, we were able to negotiate the client’s costs down even further.
  • While securing an over-delivery of 20%.
  • Once 30- and 10-second ads were deployed on the likes of Channel 4, ITV Breakfast, Channel 5 and Sky 1, as well as All4, Sky On Demand and STV VOD.
  • Flexibility was key to the campaign’s success. On one occasion, we were able to secure a last-minute, first-in-break spot on ITV1’s peak time hit, Inside Britain’s Food Factories – a programme the brand also featured in. This spot was turned around in just one working day.
  • By its conclusion, the campaign had reached 41% of adults in the UK.
  • This translated into an in-store sales uplift of 79% during the campaign’s run, and a 53% increase post-campaign.
  • The campaign helped to secure strong nationwide distribution.
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We were delighted with how the launch strategy for our Great British Puds went - we have enjoyed exploring the media opportunities with Guerillascope and putting together a strong plan. We're really looking forward to working with the team again. Sarah-Louise Heslop, Marketing Manager, Swizzels Matlow