Dawn Foods/Weight Watcher’s Sweet Baked Goods
TASTING IS BELIEVING
GRP Media Client since 2014
One of several licensed products produced by Dawn Foods, Weight Watcher’s Sweet Baked Goods encourages consumers to “Taste & Believe” their products such as the delicious Brownie Bliss with only 80 calories…a dieter’s dream. Ad messaging across multiple media touch-points directed consumers to view a video where, unbeknownst to the customers, all the goods in a bakery were replaced with various Weight Watcher’s Sweet Baked Goods. Customers were shocked when they discovered the ruse, but ultimately believed.
To solidify Dawn Foods’ belief in GRP Media, we proved our value by negotiating significantly lower print rates than the previous agency and held the majority of those rates year over year. Across, print and digital media, a reduced budget year over year, GRP Media’s plan delivered +16% more impressions at a -23% CPM savings.