HHCL United has created the second phase of the Food Standards Agency’s salt reductions campaign. It has axed the Sid the Slug character, which appeared in last year’s campaign, in favour of animated ready meals.
Analysing £1.8bn of media investments across the UK, a post-Covid/Brexit advertising effectiveness study found profitability varies greatly by media, with TV the greatest driver of overall profit volume.
While its tactics will evolve, the fast food giant believes the consistency of its overarching marketing strategy is what grounds the brand.
Agencies will complain pre-testing snuffs out the creative spark, but in reality it helps brands identify the best-performing ads and make them even better.
