Campaign Objective:
To reach health conscious ABC1’s

Media:
1746 A3 women's changing room panels in 145 health clubs nationwide.

Effectiveness:
98.7% of respondents use health clubs at least once a week or more
67.3% prompted awareness of poster creative when shown with logo and product name removed
64.7% spontaneous recall of specific details recognising it
was a “spread”
50% spontaneous recall of St. Ivel as the brand
76.6% of respondents stated that they had seen the advert in a health club changing room.
58.1% specifically shop for low calorie products and
57.7% use a low fat spread

Over 2 weeks the posters will have hit 190,000 individual women with 6 million impacts.

*Source: MBA Independent Research