Every December, consumer search interest in itsu plunges. This decline in search is also accompanied by a 15% decline in grocery sales. Christmas is the one time of year when consumers actively seek out ads and as a result brands spend 10’s of millions trying to buy their attention.
Itsu didn’t have 10’s of millions, they had £10k. When budget is limited cut-through is king. We created the anti-Christmas, Christmas ad. A sarcastic tug on the heart strings of the nation. Whilst the nation tucks into turkey, itsu waits patiently for January.
At a time when itsu had no right to show up, we delivered 7 million organic views and more critically increased talkability for the brand by 21%.
