Shrove Tuesday, the last day of indulgence before the season of Lent, is a favourite for families and pancake-lovers alike. 69% of people make pancakes on Shrove Tuesday and of these, 42% buy their ingredients one to two weeks before the day* - so it certainly makes sense to remind this huge audience to buy their ingredients at point-of-purchase.
Nutella® hazelnut spread did just so this year, with a striking campaign which utilised the digital delivery capabilities of SmartScreen@Tesco by serving a different creative each day which counted down to Shrove Tuesday.
The campaign, which was planned and booked with JCDecaux by Talon outdoor and PHD, also ran across digital 6-sheets at rail stations and in malls nationwide.
*(Source: Connected Consumer Panel Insight, 2013 - 2015. More)