Hartley’s 10 Cal Jelly Pots set a New Year’s resolution. As a product, it does what it says on the tin; it is a low-calorie dessert, loved by diet-conscious audiences. But this jelly had a secret desire, a desire not to be judged by the numbers on the pot but by remembering the wibbly-wobbly fun that only jelly can bring. Hain Daniels had NSV targets to meet of £2m, which meant getting Hartley’s in the hands of an extra 100k shoppers.
It is no secret that positive adverts prove to be more effective at capturing attention, so we needed a complete overhaul of the brand’s direction at all major touchpoints. We worked with media owners to adapt their most engaging formats to create bespoke builds that moved and wobbled as you scrolled. For synergy, we employed the same creative in shopper media and our organic social approach, where we bounced off tongue-in-cheek TikTok trends and layered on posts from comedic influencers.
Our campaign delivered success in both grabbing attention over and above benchmarks, which ultimately translated to sales for Hartley’s 10 Cal Jelly Pots. It generated a YoY increase of 101,000 Jelly Pots sold, £185,000 in paid social-driven sales, as well as a £700,000 increase in NSV sales.