Case Study: Roundup 09/10
The Roundup ad made in 2009 by Flint Creative is now running again – look out for it!
This is not just a testament to how effective this ad has been, but to how effective the style of the ad, developed by Flint over a series of ads and sponsorship idents, has been.
Flint’s TV work for Roundup has made it the UK’s Best Selling Weedkiller - and increased sales by over 30%
The work has included the 2008 comparative ad, sponsorship idents for UK TV Style Gardens and other TV and press advertising.
The work has been awarded the IPA effectiveness award and is a great example of how to use TV advertising, in the modern marketing mix. Instead of the blanket mass-broadcast approach, most of the Roundup budget goes on ‘Narrowcasting’ – showing the ad only on key TV stations, to the key audience (gardeners) at key points in the year (bank holiday/ gardening weekends). This has allowed Roundup to punch above it’s weight and combined with the memorable, hard-hitting style of the ads, ensures that Roundup gets extremely high ad re-call.
