A campaign to enjoy
Princes is a classic British brand but they wanted help creating an identity that really stood for something. Unfairly, canned foods are often seen as a poor substitute to fresh options and as a last resort. Princes also had a wide mix of products, so how could we advertise them in a way that felt seamless?
A definite brand style was needed. Something that made Princes more recognisable. We needed to persuade the British public that canned foods are an important part of modern mealtimes.
Really Simple, Royally Good
Our campaign played on the 'royal' name and positioned Princes as a provider of simple, quality food and drink.
A multi-channel approach included radio, trade and shopper activation - and Princes' first TV campaign for over 9 years.
There was an 11% increase in spontaneous awareness of Princes canned fish. 84% said the advertising made the brand seem more appealing. While 66% said it would encourage them to buy Princes. For every pound invested, the campaign generated two pounds for those products advertised and even had a halo effect with sales up in other parts of the Princes portfolio, too.