Case Study: 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.

OUR APPROACH - CASE STUDY

Objectives

• Seamlessly manage above-the-line (OOH & TV) activities for five Sanitarium brands across Summer 23/24 (as well as our usual digital media remit).

• Ensure uninterrupted and optimised campaign execution during the agency transition.

• 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.

• 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.

• Targeted OOH Formats: A mix of grocery, Petrol & Convenience (P&C), and café proximity formats to effectively reach grocery buyers and café goers.

RESULTS

Outcomes

• Media Value: Delivered media value exceeding 4 times the OOH budget, demonstrating exceptional cost efficiency and impact.

• Extensive Coverage: Successfully deployed 8,436 OOH panels, ensuring widespread visibility across key locations.

• Efficiency: All TV activity over-delivered on TARP goals whilst also driving cost savings of 9%.

• Successful Transition: Maintained seamless digital and above-the-line campaign management, ensuring no disruption during the period.