V360° worked with their client, Flahavan’s to support them in conducting an M&E (measurement and evaluation) of the recent marketing campaign for their new product in the Irish market, Flahavan’s Overnight Oats.
Initially launched in early 2018, Flahavan’s Overnight Oats was a new to market product as well as a first in category item. Flahavan’s worked with Choose Radio to create a well-planned and designed campaign for the new to market product. The campaign featured a combination of radio ad spots and radio stations creating their own local content which was then pushed out across social channels and websites.
Stephen Rust, Joint MD of V360° was on stage with Flahavan’s, Gabrielle Cummins, Programme Director of Beat 102-103, and TV and radio presenter, Kathryn Thomas to present the learning’s from this campaign. The event was held at the Medley in Dublin, with 140 of the industry’s leading marketing and media professionals in attendance.
The M&E analysis provided by V360° was able to identify the impact on sales during and after this campaign, while also understanding the impact of other factors such as distribution, and how the new product was able to gain sales while still at the full rather than discounted retail selling price. The learnings delivered from this analysis have helped identify the benefits of the campaign activity, while also providing clear recommendations for the future development of this new to market product.