Driving Growth with Emotion
In 2023, Laithwaites launched a new emotionally led campaign to reignite brand awareness and consideration. Faced with stagnating growth, they sought our help to ensure their efforts delivered meaningful results. By testing the campaign in select regions, we provided insight-driven recommendations that refined their strategy. Our analysis not only boosted awareness and engagement but also translated into higher sales, giving Laithwaites the confidence to roll out their most successful campaign to date nationwide.
Sonder has been an invaluable partner to Laithwaites Wine, consistently providing helpful and insightful support. Their bespoke approach for our 'We Stop At Nothing' campaign revealed clear improvements in customer perceptions and purchase intent across selected regions. Their insights gave us the confidence to increase investment and launch nationally.
James Morrison
-
Curiosity
Laithwaites, known for delivering quality wines to homes across the UK, faced stagnating growth despite their strong heritage. In 2023, they launched a new campaign across TV, radio, and social channels, aiming to break through and drive brand awareness and consideration. Our challenge was to help them understand how to maximise this campaign’s impact, ensuring it didn’t just create noise but delivered meaningful growth.
-
Conscience
This new campaign marked a significant shift for Laithwaites, focusing on an emotionally led, long-term growth strategy. To secure stakeholder buy-in, we began by testing the campaign in selected ITV regions. Our role was not just to track the campaign, but to deliver insight-driven recommendations that would resonate with both senior leaders and consumers. We identified the creative and media tweaks needed to elevate the campaign, transforming it from good to exceptional.
-
Complexity
With a modest media budget, every element of the campaign had to deliver. We boosted tracking data in the ITV Test regions, allowing us to monitor immediate feedback while also assessing long-term brand health and engagement. This allowed us to measure the campaign’s success across different regions, ensuring we could pinpoint what drove higher awareness and consideration in key areas, and what needed refining for a national rollout.
-
Conviction
The results were clear: Laithwaites’ decision to invest in a brand-focused campaign was vindicated. Our tracking data showed significant improvements in brand awareness, consideration, and online engagement, all of which correlated with higher sales in the test regions. This gave Laithwaites the confidence to launch the campaign nationally, knowing they had a proven strategy for success. The campaign has become their most effective to date, demonstrating the power of combining emotion with precision.
Case Studies
Don't just take our word for it - with an average retained tenure of 8 years, our client work speaks for itself.
Sonder is a full-service agency with expertise in brand, audience and creative research.
Award-winning market research agency for actionable, human-centric insights
