Rennie customers are typically food lovers who are unwilling to compromise their tastes and lifestyle, meaning they would rather find an over-the-counter solution like Rennie to keep heartburn and indigestion (HB&I) at bay, than deny themselves the food they love. With 74% of all HB&I moments triggered by food, focussing the brand around food was the obvious solution.

Instead we identified that Rennie needed to be focus its efforts on the ‘point of trigger’ when users are specifically looking for food inspiration, or condition information; because shopper research showed that 95% of consumers have a brand in mind before even entering a store to purchase.

As a brand operating a low interest category, Rennie needed to stand out but were unable to invest in large-scale ATL media. So we delivered cut-through and category differentiation through the ‘Happy Eating’ content-platform, in partnership with YouTube’s SORTEDFood channel.

We partnered with Europe’s largest YouTube food channel, SORTEDfood, to create a content series called ‘The Rennie Mystery Box Challenge’ – a video series where a Rennie branded box containing a mystery ingredient was delivered to the SORTEDfood team, who then discussed the unusual ingredient and with their community’s help, developed a recipe to showcase it.

SEO worked with SORTED to host a cooking event for prominent food bloggers to assist with link building, and turned the resulting recipes into recipe booklets for offline use.

Video adverts were tailored by platform and device to drive the highest interaction rates possible among the target audience.

Mobile geo-targeted ads were bought programmatically against ‘25-59 food lovers’, when they were inside or close to restaurants or cafes; we time-targeted different executions to give appropriate recipes for the time of day, increasing ad relevance.

We achieved our market penetration objective; increasing the number of consumers buying into the brand by +6% since the campaign started.

The challenge delivered over 1.94 million organic views with an average 68% retention rate across the content series, vs a YouTube average of 40%-50%.

The geo-targeted mobile and programmatic ‘Happy Eating’ video ads delivered an impressive 59 million highly targeted impressions with an average view through rate of 20%. Those exposed to the ads had a +20.3% increase in consideration – a best in class result, according to Google.

The integrated search strategy delivering a 23% increase in website traffic year on year, and an average consumer’s dwell time on site of 4mins 3secs.

Brand trial rose to an all time high of 88%, delighting the client and retail outlets.