Advertising agency Lavery Rowe has been shortlisted in two categories at this year’s Newsworks Planning Awards.
Its Performance Brand campaign for ready meal producer Parsley Box is up for ‘best newspaper campaign’ and the Effectiveness award.
Paul Payne, director at Lavery Rowe, said: “Lavery Rowe and Parsley Box are delighted to have been shortlisted for these two prestigious Newsworks awards.
“Our ‘Performance Brand Marketing’ strategy, which simultaneously drives D2C sales and builds brand awareness has played an important part in the success of Parsley Box and helped them to a planned flotation at a value of £80 million.
“Our national press campaigns have been absolutely central to their success and it’s great that Newsworks has recognised this.”
Lavery Rowe combined its own market intelligence with client customer research to produce a winning strategy, it says.
Each of its three campaign phases – 1) to educate, 2) sell and 3) consolidate the brand position, was addressed using specific creative and specific media placement and positioning.
As a result, all KPI’s for the performance element of the campaign were exceeded, it says, including delivering a high number of new customers, cost per acquisition, net cost / gross profit.
Simultaneously, the campaign achieved significant brand impact among the core target audience of adults in the over 60s market.
Newsworks’ virtual awards ceremony will take place on 28 April 2021.