Background:

Fit Foods, Ireland’s No. 1 ready meal brand, was launched by the Dublin Meat Company in 2014. Focused on healthy, fitness-oriented meals, it is now available in Tesco, Dunnes and Lidl

Objective:

To drive brand awareness and ensure Fit Foods remained top-of-mind for fitness-focused consumers, during the key period of January, when shopping habits shift after the holiday season

Target Audience:

Main Shopper with an interest in Fitness and health

Media Mix:

• Radio
• Outdoor
• Social media
• Search

Results:

55% of the audience recalled the outdoor ad (versus 39% average). The radio campaign reached 61% of all adults, equating to 2.5 million people hearing it an average of 5.8 times. The digital campaigns generated 313,000 impressions and 7,000 clicks.

Testimonial:

AVM have been our media strategy partner through this amazing growth phase for Fit Foods.
We would like to thank the team at AVM for their expert media insights and service – they
also take a personal interest in our business.
– Fit Foods