PRUK challenged Savvy to develop a game-changing Christmas campaign, using a ‘fewer, bigger, better’ approach to leverage the entire portfolio.
Our proprietary Savvy Shopper Panel research highlighted that Christmas is made up of multiple moments leading up to the big day and beyond. From this insight the Christmas Moments Campaign was born. Six key visuals were created during a three day shoot, to tap into the Christmas moments that mattered to our shoppers.
Each moment was aligned to the most appropriate PRUK brand, from a glass of wine whilst wrapping the presents, to getting the lads together for a celebratory glass of Jameson.
This highly targeted approach drove traction with retailers to unlock fully branded retailer media. The result was a disruptive campaign, grounded in genuine shopper insight which drove trade-up by positioning PRUK as a crucial part of making Christmas moments a little more indulgent.
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