Sky hails vegan brand Crackd for ‘best ever’ AdSmart results

Sky AdSmart, Sky’s ad targeting service, has hailed a vegan egg replacement brand’s recent TV ad campaign for achieving the greatest increase in brand awareness the broadcaster’s platform has seen.

Crackd, the “no-egg egg” substitute, leveraged mobile data to target vegan audiences and outperform competitors in its biggest multimedia campaign to date.

Sky AdSmart reported that the vegan brand that launched last year experienced a 17.4% point increase in prompted brand awareness uplift, the highest increase on its record.

The national multi-channel campaign used aggregated and anonymised mobile network data from Skyrise Intelligence. Skyrise worked with agencies CNS Media and Regital to target media buying and activation across TV, out-of-home, digital, social media and press in areas that “index highly” as both vegan hotspots and near shops that stocked the egg replacement product like M&S, Morrison’s and Whole Foods.

Lucy Pullinger, insight & research executive at Sky TV, said: “We have done over 182 brand evaluations and the Crackd TV ad achieved the greatest increase in prompted brand awareness. Plus, it had a 14.9% uplift on aided advertising recall, 317% higher than the usual benchmark.”

Founders of Indian-inspired vegan restaurant En Root, Nish and Harshil (pictured, above) appeared in a 6 second and 30 second spot making beetroot, blueberry and cacao brownies with the egg substitute.

Vegan food blogger and influencer Jenna (@dirtyvegazine) and head chef at the Princess of Shoreditch, Ruth Hansom, also starred in video spots of different lengths as part of the campaign making citrus upside-down cake made vegan omelette and scrambled eggs.

Display ads were served through key OOH sites across the country from the Glasgow ExpressWay Tower, Birmingham’s The M5 Digi-Tower, to The Screen at Edinburgh Western Gateway and Piccadilly as well as bus stops (pictured, below, at Brompton Road and Queenstown Road).