McCain

ECRM programme and hub for the frozen foods FMCG giant

Step changes in brand consideration and revenue

McCain Foods has – like many FMCG brands – traditionally put their budgets above the line. They needed an agency that could join the existing team and create a long-term digital marketing strategy. Ultimately the challenge is of course to see whether digital can replace TV when it comes to brand awareness, brand consideration and, critically, revenue generation.

Approach

We started out by analysing the customer database, looking at demographics, buying behaviour and attitudes towards the brand.  We created a straightforward segmentation and developed a creative platform that meshed perfectly with the brand’s advertising and marketing strategy, “It’s all good.”

A significant eCRM budget includes strategy, creative, data and email delivery supplier management and evaluation.  We’re currently creating a website to support personalised, segmented content which will provide even more engagement for consumers in the programme.

The results have been spectacular

After ten months click-through rates went up to 12.6% (the national average is 3.08%). By providing consistently relevant, well-targeted content, engagement with brand resistors had gone up from 14% to 63%.  This also more than doubled the size of the segmented base.

Brand consideration has been revolutionised. Today, if you ask consumers if they’d choose McCain brands over any other, members of the eCRM programme are 52% more likely to say yes than the brand’s TV audiences. And this gap is widening, 11% in the last six months alone.

Most importantly, we’re measuring changes in revenue, benchmarking against Tesco/Dunnhumby data. In the latest six month survey, purchase frequency is up 3% and substantiated revenue in the core segment is up 38%.