Two radio spots for the Pennington Bird Seed campaign helped extend the reach and frequency of the campaign.
Adding radio to the TV, outdoor and digital campaign tactics made sense because we could not only extend the awareness of the other media very cost efficiently, but radio is still a very effective shopper marketing technique.
Shoppers often listen to radio on their way to the store so getting that awareness as they are literally on the path to purchase is very effective. One of the two :30 spots leverages the Wild Bird characters from the TV spot, although is designed to stand alone. The other spot draws from the overall positioning of “Entertainment for your Yard” to depict your backyard as a rock concert.