Sanitarium : TV, OOH
Sanitarium TV & OOH - Seamless Transition & Multi-Brand Success
Sanitarium, one of Australia’s favourite health food companies, engaged Connected to manage their Out-of-Home (OOH) and TV advertising across Summer 23/24 for Weet-Bix, UP&GO, So Good, Total, and Alternative Dairy Company. The challenge was to ensure all campaigns ran smoothly and effectively during a critical period, with the goal of maintaining strong visibility and engagement without disruption.
Objectives
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Seamlessly manage above-the-line (OOH & TV) activities for five Sanitarium brands across Summer 23/24 (as well as our usual digital media remit).
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Ensure uninterrupted and optimised campaign execution during the agency transition.
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Maximise the effectiveness and value of the ATL advertising.
Strategy & Execution
Connected collaborated closely with media partners to quickly turn around the campaigns, ensuring timely and efficient execution.
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TV: Activity run across Metro, Regional and STV across all major networks to drive reach amongst main grocery buyers for Weet-Bix, So Good and UP&GO.
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Targeted OOH Formats: A mix of grocery, Petrol & Convenience (P&C), and café proximity formats to effectively reach grocery buyers and café goers.
Results
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Media Value: Delivered media value exceeding 4 times the OOH budget, demonstrating exceptional cost efficiency and impact.
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Extensive Coverage: Successfully deployed 8,436 OOH panels, ensuring widespread visibility across key locations.
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Efficiency: All TV activity over-delivered on TARP goals whilst also driving cost savings of 9%.
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Successful Transition: Maintained seamless digital and above-the-line campaign management, ensuring no disruption during the period.
