Male hand holds phone with Nutracheck on screen over a table in a cafe
Shirley's Story

1:00

Nutracheck

Live dates: December 2022 – present | Key brands: Good Food, olive

The challenge

Following Immediate’s acquisition of Nutracheck in late 2022, Imagine was asked to deliver a creative strategy that would grow awareness of the nutrition tracking app amongst its super-engaged audiences, with a focus on Good Food and Olive, both of which have a contextual synergy with the Nutracheck brand.

Objectives

  • Increase unprompted brand awareness amongst Immediate’s audiences
  • Increase prompted brand awareness amongst Immediate’s audiences
  • Grow awareness of Nutracheck’s brand attributes
  • Drive action – specifically download and trial

Deliverables

  • Print and digital content campaign telling Nutracheck users’ stories, with a focus on Immediate’s food portfolio (Good Food and Olive)
  • Accompanying video series aimed at our food audience
  • Native advertorial content across Immediate’s digital brands
  • Targeted emails
  • Accompanying print and digital display campaign across Immediate’s portfolio, driving downloads and trial
  • Sponsorship of Good Food Healthy Diet Plan

“Imagine demonstrated a clear understanding of the brief and brand messaging, and our campaign was accompanied by pre- and post-campaign research to measure awareness. 

“We were delighted with the result – both awareness of our app and understanding of the proposition increased post campaign.”

Rachel Hartley – Marketing Director, Nutracheck

Headshot of Rachel Hartley, Marketing & Communications Director, Immediate Media Co.

Research

Utilising two brand uplift research methodologies, we’ve seen great results for key metrics amongst those who were exposed to, or recalled the campaign…

  • 83%

    uplift in consideration

    IM Impact Lite study

  • 32%

    took action

    IM Research *

*Ad Effectiveness, mid-wave three research group

Campaign outcomes

In our ad effectiveness research, we’re seeing consistent wave-on-wave lifts among those who recall the activity, and impressive results as compared to data collected prior to the campaign launch. Looking at the latest recall group…

  • Spontaneous awareness has increased by 50% in a year, and is up 11 percentage points since launch, closing the gap against some key competitors in the market
  • Prompted awareness has increased ninefold since launch
  • Favourability has increased tenfold since launch
  • Consideration has increased by 20 percentage points since launch
  • Understanding and awareness of brand USPs are all up significantly since launch
  • Finally, looking at Ipsos Iris data: In 2023, Nutracheck experienced the second largest growth in audience year on year (compared to core competitors)

 

Further case studies

Check out more of our great work