San Remo wished to communicate to Australian consumers the benefits of pasta, from both an affordability and nutrition angle, showing how easy, quick and cost-effective making pasta can be.
After conducting research and a survey into consumer mindsets around pasta, eating habits and costs of meals today, SOCIETY developed the ‘Budget Busting’ campaign to prove that consumers could make healthier alternative recipes, with pasta, for the price of the average UberEats delivery fee. This was communicated through an integrated marketing and communications plan including:
- Native content
- Digital and social advertising
- Influencer marketing
- Media relations
SOCIETY achieved editorial placement across News Corp titles which focused on the trends and insights uncovered in the research and survey. Through influencer marketing SOCIETY reached a diverse audience including Mums, a younger audience and those interested in nutrition and vegan alternatives.
A native article hosted on Junkee reached a younger demographic and achieved above average page views on the site, and on Facebook, with an average time on page of 4.18 mins vs average of 2 minutes. Supporting display advertising achieved above average CTR for Junkee.
Results from social ad activity were strong; the CPC was an efficient $0.53 (average) which in industry terms is more than three-times lower than average ($1.86), with the CPM of $6.60 almost half the average ($11.20).