Astonish-ing results for Leeds creative agency

Principles has created an advertising campaign for household cleaning brand, Astonish

A TV advertising campaign, created by award-winning, full-service marketing agency, Principles has seen a 91 per cent increase in sales and 1,000 per cent increase in web traffic for international cleaning brand Astonish.

The campaign’s first phase, which ran for 3 months at the beginning of 2020, in partnership with ITV, supported the launch of Astonish’s new premium cleaner range and placed a spotlight on Astonish’s iconic Oven & Grill Specialist Cleaner. The campaign saw a huge surge in demand for the cleaner, with customers contacting Astonish’s head office due to supermarkets selling out of the product.

With widespread national listings across independent retailers and discount stores, Astonish tasked Principles Agency with driving awareness of the new product range to encourage consumer trials and disrupt a category predominantly occupied by multinational competitors.

During the TV campaign, retailers that stocked Astonish Oven & Grill and Hob Cream delivered double digit performance in the oven cleaning category, with competitor brands also having benefited from an uplift in sales.

Alongside the 30-second TV advert, digital and paid-for social media strategies were also deployed to generate online sales and boost website traffic.

A spokesperson at Astonish said: “Spearheaded by a true innovation in oven cleaning, we required an advertising campaign that would showcase our iconic oven cleaner, as well as assist us in launching our brand-new specialist cleaner range that provides an easier and quicker solution to oven cleaning… a chore that most people hate but have to endure.

“Our fantastic campaign didn’t just demonstrate how the product works, but more importantly the non-stop role the oven plays and the practical benefits the products provide. The campaign was so successful that we returned to TV for a second burst of activity using exactly the same creative developed by Principles Agency.”

Established more than fifty years ago in Bradford, West-Yorkshire, Astonish has grown from a door-to-door single product set-up, to an international brand with a portfolio of more than 60 products.

Liz Bryne, client services director at Principles said: “With a strong insight-led creative idea and a significant media plan, we have designed and developed a campaign which has had instant impact for Astonish and generated incredibly impressive results, including a significant increase in product sales.

“We steered away from the traditional product-led advertising campaigns that are often seen in TV ads and designed something that would resonate with consumers. We wanted to highlight warm and memorable family moments in the kitchen and demonstrate the real world benefits of cleaning products that work quickly and efficiently in a busy household.”

Based in Headingley, Principles Agency has delivered integrated marketing campaigns for more than 35 years for organisations such as Astonish, Freaks of Nature, Arla, Ronseal, Ideal Heating and many more.

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