Rise achieves Excellence in brand revitalisation

Brand and communications strategy agency Rise Communications has won two awards in one week for an integrated campaign for RandR Ice Cream, to revive the Fab brand.

Rise Communications won the 2008 Marketing Society Award for Excellence in the 'Brand Revitalisation (SME)' category for its integrated campaign for RandR Ice Cream, to revive the Fab lollies brand.

The agency was also recognised at the IPC Magazine Planning Awards.

In these economically difficult times, the story of how these results were achieved on a limited budget is more pertinent than ever.

The media budget would deliver a share of voice in the category of less than 2 per cent and the objective to halt sales decline was made more difficult by the wettest summer on record.

The creative idea was 'Design A Fab Den', to re-engage with the key target audience of mums via a fun activity for the whole family.

Rise Communications developed an integrated campaign around this idea and established a virtual agency with expert partners from Madmedia, Suburb Design, Farm, Steak and Publicasity working closely alongside Rise planner Megan Butler.

Mums were targeted by digital and press advertising and content, the Fab tour at zoos and safari parks and via a PR campaign in regional papers and directed to a new website myfabland.com Given the limited budget, every element of the campaign had to work extra hard.

The result: GBP3.35 ROI per GBP1 spent and sales growth while the rest of the category fell 15 per cent due to wet weather.

Butler, who oversees the Fab account at Rise, said: "The keys to success for this campaign were having an iconic brand to rebuild to start with, but furthermore we delivered a unique, strong creative idea with flawless integration".

Charlotte Hambling, Senior Brand Marketing Manager at RandR, said: "This is real recognition for all the hard work and great planning on the account by the team".

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