Something to crow about: Inghams bets the farm on data-led Out-of-Home targeting and watched its chickens take off; 30% sales boost, 72% from new buyers

Inghams literally put all of its eggs in one basket with Out-of-Home, exclusively using oOh!Media’s network of retail and street screens to launch ‘The Free Ranger’ chicken – and hit pay dirt. It was a big call. But using Quantium data to target free-range humans, it delivered a 30 per cent increase in The Free Ranger buyers – 72 per cent of whom were new to the brand. “They had not tasted it, they had not seen it, they had not heard of it. That’s the killer number,” Brandt said. “That’s extraordinary.” Bohemia CEO Brett Dawson says it’s now taking a data strategy from other channels and testing it with OOH. “And we’ve got the results… It’s real focus for effect. It’s quite new in the outdoor sector.” Bel Harper, Group Director of Product Strategy for oOh!Media, said the market is now starting to move – reporting a shift away from number of screens to proximity and volume to the store.See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.