Edwards Groom & Saunders/ITV Integrated Planning
Farmhouse Fare
Proper puddings for proper Sundays

Evoking ideas of home-cooked meals and family values is hardly a new idea in advertising, but Edwards Groom & Saunders stood out in this category for the pinpoint precision of its audience targeting.

The sponsorship deal it secured between the pudding manufacturer Farmhouse Fare and ITV1's Sunday evening prime-time show The Royal gave the advertiser the perfect opportunity to deliver the slogan "Proper puddings for proper Sundays" to the right audience at the right time. The right audience was female ABC1s, many of whom watched the ad with their children. The Royal, a medical drama set in the North of England in the 1960s, proved to be the perfect show for the brand.

Set in a simpler, more honest time, the show presents a wistful view of the English countryside. Its emphasis on tradition, on family and on country life complemented Farmhouse Fare's own "farmhouse" quality. The show achieved 41% of the desired ABC1 female audience.

Edwards Groom & Saunders got excellent value for money for the campaign, achieving high impact with just the small marketing budget of a start-up brand. It was just reward for its bold move, as this strategy was deployed to launch a new brand.

In total, the bumpers reached 20.6 million people, an estimated 4.9 million of whom were potential customers. ITV Planning's research found that the brand's awareness shot up from 11% to 50% in the space of six weeks, propelling Farmhouse Fare into the ranks of competing brand giants Sara Lee and Aunt Bessie's. And 50% of those surveyed agreed they would be likely to buy Farmhouse Fare products in the near future.

Supermarkets also responded to the campaign - factory sales were up 45% in September in anticipation of a consumer rush, and the retailers weren't proved wrong, with total sales up 41% year on year by the end of 2007.

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