Germany is a nation of breakfast lovers, and sweet spreads are a staple for many consumers at breakfast time. The category is dominated by classic hazelnut spreads, but a unique spread with a crunch is shaking up the market: things get “fully crunchy” with Ovomaltine Crunchy Cream.
This was the first time that the Swiss chocolate spread was advertised on the radio in Germany. In line with the spread’s Swiss origins, the radio ad featured the appropriate dialect to promote the “Swiss chocolate spread without palm oil.” To make full use of radio as a medium and resonate with listeners, the ad also incorporated crunch sounds and a satisfied “Mmmm.”
Case Study
To measure the campaign’s effectiveness, particularly its goal of increasing brand awareness, a survey was conducted in North Rhine-Westphalia. The Brand Lift study found that the Ovomaltine Crunchy Cream campaign boosted aided brand awareness by 5.7 percentage points (+11%), reaching approximately 720,000 potential new consumers who became familiar with the brand and product.
The advertisement itself also left a lasting impression. Around 870,000 people (+7.0 percentage points) remembered the Ovomaltine radio ad due to the campaign. Additionally, for around 330,000 people, the campaign made them consider purchasing Ovomaltine Crunchy Cream. The brand also saw significant improvement in all measured brand image attributes.
The survey results highlight the successes of the Ovomaltine Crunchy Cream radio campaign:
- Increase in aided brand awareness for Ovomaltine Crunchy Cream by 5.7 percentage points (+11%)
- Increase in aided ad recall by 7.0 percentage points (+45%)
- Increase in purchase intent by 2.7 percentage points (+23%)
Facts at a glance
Brand awareness
Q: “Do you know Ovomaltine Crunchy Cream, even if only by name?”
Ad recall
Q: “Have you recently heard, seen, or read any advertisements for Ovomaltine Crunchy Cream?”
Purchase intent
Q: “How likely are you to purchase Ovomaltine Crunchy Cream in the near future?”
Methodology
The advertising effectiveness was measured using ARD MEDIA’s KARA methodology. KARA (= Campaign Analysis Radio) assesses client’s campaign’s performance, providing precise benchmarks and identifying areas for optimisation. An online survey is conducted alongside the radio campaign. Combined with audience performance data from maAudio and extensive benchmarks, the campaign’s impact is quantified and evaluated.
For the Ovomaltine Crunchy Cream campaign, a total of 500 people aged 14 to 69 in North Rhine-Westphalia were surveyed online between 3 and 7 February 2024. The research was carried out by Bonsai Research.
About the Client
Since 2020, Wander GmbH has been represented in Germany with its brands Ovomaltine, Caotina, and Twinings, with its own sales and marketing team. The focus is on Ovomaltine Crunchy Cream – a palm oil-free Swiss spread – which has successfully established itself as a strong number 3 in the German spread market in recent years and aims to continue to conquer the market with its unique crunchiness in the future.
This case was originally published on the Audioeffekt website – see the page for additional case studies