Frozen food brand Iglo partnered with Facebook to reach a wide audience with personalised creative, which strengthened emotional bonds with consumers and revitalised an old tradition: eating fish on Fridays.
Case study summary
• Frozen food brand aims to bring back Fish Friday with social media campaign
• 12-week integrated campaign for Fish Friday on Facebook and several other media channels, including TV and point of sale.
• Brand Effect study showed traditional “Fish Friday” now associated with brand’s “Käpt’n igloo”
The challenge
iglo sells a vast range of frozen food. Its brand icon, Käpt’n iglo (Captain iglo), is well known for his famous fish fingers and since 2016, he has been a strong focus for iglo’s marketing.
However, the German tradition of eating fish on Fridays had waned over the years.
iglo’s mission was to revitalize “Fish Friday” and extend the positive attributes and awareness of Käpt’n iglo’s fish fingers to its other fish selections. To achieve this, it needed to get the attention of a wide audience.
The solution
iglo kicked off with 12-week integrated campaign for Fish Friday on Facebook and several other media channels, including TV and point of sale.
The ad creative was developed by digital agency Elbdudler and adapted for mobile News Feed during a session with Facebook Creative Shop, while media planning and buying was taken care of by iglo’s agencies Zenithmedia and Performics.
The results
• 14-pointlift in ad recall
• 7-pointlift in brand awareness
• 2-pointlift in message association
Katharina Bradtka, Brand Manager (Fish Fingers), igloo, said: “We chose Fish Friday as our long-term campaign topic over all important touchpoints. The results and the Brand Effect study showed us that the traditional “Fish Friday” was re-established and is now associated with Käpt’n igloo”.
