Tegel take out Cartology Campaign of the Year 2023
Congratulations Team Tegel on the outstanding winning campaign for Cartology Campaign of the Year 2023.
An undeniably well-deserved win and a testament to the partnership and collaboration between Cartology and Tegel with the use of Retail Media to deliver real customer impact.
Tegel embarked on a transition to SPCA certified free-range by introducing a range of value-added, convenient meal, and snack offerings across multiple categories relevant to today’s consumers
Driven by insights into consumer demand for more ethical food choices, Tegel embarked on a transition to SPCA certified free-range by introducing a range of value-added, convenient meal, and snack offerings across multiple categories relevant to today’s consumers. As the market leader in poultry, Tegel is committed to improving animal welfare outcomes, building trust and credibility with its customers and setting a positive example for the industry.
With the objective of raising awareness of the changes to existing Tegel customers while also attracting new customers to the brand, Tegel embarked on a 12-week omnichannel campaign, reaching customers at multiple points along the customer journey through highly engaging media in-store and online.
Due to the breadth of offerings across the Butchery, Frozen and Chilled categories, a key component of this campaign was the always-on branded shop that provided shoppers with education about the changes and product offerings, meal inspiration through sponsored recipes and a convenient hub to purchase Tegel’s full range.
The successful collaboration between Cartology and Tegel saw fantastic results. In the initial 4 weeks, the campaign engaged 927k Onecard Customers, generating 8.17M impressions across various activations and attracting 15% new-to-brand customers, a fantastic result for a well established brand.
A 12:8 ROI highlights the campaign’s success, which continued to gain traction in the following 8 weeks. Notably, the launch of GoGo Chicken Sticks contributed to an 18% growth in Chilled Poultry and continues to build base sales week on week, outperforming all other chilled meat snacks in NPD benchmarking.
“The partnership between Tegel and Cartology led to a highly successful campaign for the launch of Tegel’s new product ranges across multiple supermarket categories.
The omnichannel approach was highly engaging, capturing shoppers at multiple touchpoints on their shopper journey.
The Cartology platform provided exceptional brand exposure enabling dynamic content updates that resulted in outstanding results, driving impressive product performance and reaffirming the strength of a successful partnership in a competitive retail landscape.”
-Angela Irwin, GM - Marketing & Communications, Tegel Foods
