APV
The highest recall rates ever for a corporate advertisement
APV had just trebled in size through the acquisition of two rival companies in the food processing industry. A major communications campaign was implemented, including PR, brochures, market research, internal communications, investor relations, trade and corporate advertising.
To achieve a high impact corporate advertising campaign in the national press, raising awareness of a new and sizeable company.
The famous ‘naked ballet dancer’ ads drew analogies with leanness, shape and fitness. Appearing in all the UK broadsheets, one of the three ads became the first to feature a naked female breast in the Financial Times. The sequence of the three ads, and the opening ad in particular, made a tremendous impact and drew an amazing response. The follow-up research revealed the highest recall rates ever for a corporate ad (above 90%), and stories on the ad even appeared the next day in the three red tops! [have b/w pictures of these ads; also a cartoon on the ads from the Telegraph the next day]