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The challenge

To drive frequency of light viewers of Drama and trigger awareness at the moment of consumption – enjoy a cuppa & a scone watching TV.

Drama UKTV Devon Scones Image
Drama UKTV Scones Images

The solution

We created a limited-edition Drama mug featuring Jane Austen, Jane Eyre and Emma across 3 years of activity, to be given away with promotional packs of Haywood & Padgett scones.  Customers simply entered their details on a co-branded prize draw entry page for a chance to win, and to hear more from Drama via their newsletter in the future.

Drama UKTV Social Images

The results

The partnership won 3 IPM Awards in 2020 including Gold for Small Budget Campaigns (less than £50k).  The campaign delivered new viewers to Drama as well as a significant increase in sign-ups to their newsletter.  Haywood & Padgett also saw a 4% uplift in sales during the promotional period.