The Challenge

Twice making the Sunday Times Fast Track 100 list of private companies in the UK, HECK!’s trajectory was stellar.

Stealing share from market leaders, Richmond, momentum had been building behind the brand since inception, but in 2019 this growth started to slow and HECK! needed to act.  HECK! had all the levers in place – great product with visibility across multiple grocery fixtures strong distribution, something for everyone in well-loved food categories.  The missing piece of the jigsaw was to fast-track brand awareness.

Grow awareness of HECK! by 10% and Drive retail sales to support listings growth in grocery.

The Solution

Grocery was experiencing its fastest rate of growth since records began with home cooking an essential comfort in uncertain times. The cost of TV dropped during Spring & Summer lockdowns due to many sectors pulling ad spend. 
Locked in, our daily TV viewing reached record levels.

Speed was essential to make the most of a short-window of unprecedented value in the TV market.  As a ‘new to air’ brand and TV contractors vying to fill up their leaky sales buckets we negotiated ‘match funding’ which doubled HECK’s investment in TV in exchange for a solus deal across linear and BVOD platforms, with Channel 4 a clear winner in delivering audience growth for adventurous, upmarket foodies.

In 6 weeks from start to finish, a TV ad was created celebrating the nation’s enforced Staycation with true British spirit.

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