BACKGROUND

Cereal brand Crunchy Nut has opted out of a TVC approach for its new campaign.

Past TV ads have done the job of putting the brand front of mind at home but that message can become diluted by the clutter of advertising that exists between the home and the supermarket.”

UNIVERSAL TRUTH

The closer to the purchase the moment the message it delivered, the more effective it is.

ACTION

A “Path-to-purchase” execution that begins with a 30-second national radio spot, followed by outdoor, ‘shop-a-lite’ installations as well as trolley and floor media within the shopping centre.

RESULT

Not available

http://www.campaignbrief.com/2012/05/the-trouble-is-they-taste.html