Tiffany Cox, Integrated Digital Marketing Strategy Manager at TGF, describes how the right campaign can create impact and awareness

Working with Outfront Media, Glanbia’s Truly Grass Fed team activated over 500 placements in close proximity to retailers supporting the TGF brand throughout Boston in February 2020. This innovative and far-reaching campaign included buses, live boards and a billboard on Science Park Boulevard. During this window, the campaign achieved 6.8 million impressions over the contracted value, reaching 41.02 million ad views in total – effectively providing awareness depth and retailer support in a marketplace that really values its Irish heritage.

As a young brand, Truly Grass Fed has focused most of its marketing resources on digital activations; this campaign marked the first instance of Truly Grass Fed amplifying these digital flights with a large-scale physical activation for US consumers. This was a campaign of impact, ownership of Irish heritage and retailer support, the scale of which was hard to ignore.