Tala Kitchenware

Dusting off a classic British brand

AUK create premium lifestyle content to inspire and drive sales for Tala

Tala has provided quality kitchenware and bakeware for over a century. It’s the hidden kitchen secret that most home cooks had in their kitchen without even realising!

AUK’s task was to harness Tala’s amazing brand heritage story to improve brand awareness and drive sales of its hero product ranges like Performance Bakeware and Push and Push food storage.

Tala had seen some success with sales organically, but an increase in ‘white label’ purchases in supermarkets and price-driven online sales, saw the branded product range eroding. They needed to reverse the downward trend (and then some) and had aggressive sales targets to hit. Proving ROI to the investors was key, therefore driving immediate consumer sales and activity was important – this was a true example of a brief that is both brand AND demand.

Firstly, we sharpened the view of the Tala customer using demographic and behavioural research and sales information. This ensured communications and content we developed remained meaningful and relevant to our target audiences.

Using brand archetypes, we defined the Tala brand tone. This was essential for creative development and building a consistent premium brand tone of voice across channels; retail, eCommerce, advertising and social.

Our first four month campaign utilised premium video content, created in-house by AUK, showcasing the hero products being put under the test in an aspirational lifestyle setting we knew would appeal to our audience.

In food, seasonality is a key driver for purchase. With this knowledge, we were able to produce timely ads that really resonated with the key audience groups throughout our 12 month campaign plan. And our channel selection ensured the Tala branded content was in front of the right audience, at the right time, and with the right sales message to convert. This was how we quickly achieved the sales Tala were looking for, while not damaging the premium nature of the brand.

Within 4 weeks of the campaign being live, we more than doubled sales of the Tala bakeware on Ocado, and a halo effect was seen across other product ranges too!

Results

• Drove 8.7k link clicks to Amazon & Ocado at a cost-effective £0.26 CPC.
• 44% of YouTubers targeted watched the entire video.
• These YouTube adverts had a very economical cost-per-view of £0.01.
• Overall, the campaign activity drove a whopping 50% increase in sales.

Social stats

• We exceeded 2019 social KPIs within the first 3 months:
• Grew Facebook followers by 1171.07% in just 4 months!
• Increased Average Engagement Rate % from 4.5% to 11.24%.
• Achieved social organic engagement from big-name cooking personalities: Candice Brown, Delia Smith & Lorraine Pascale within our first month of activity