Case Study: McCain Jackets

Campaign Objectives

Drive sales of McCain Jackets in Asda and Tesco stores

Strategy

McCain used ATMs at large format ASDA and Tesco stores to promote its Jacket Potato variant. Independent retail analysts, IRi, measured sales data from all stores and, using test and control methodology, were able to isolate the effect of the ATMs from all other marketing and promotional activity. This meant that the sales uplift, ROI and category performance attributable to ATMs could all be measured.

The campaign proved to be extremely successful, with a sales uplift of 7.9%. This helped to generate an ROI of £5.41 – more than a fivefold return on the media investment.