The Big Picture: FMCG Brands Dominating OOH Market

By Donna Ahern
The Big Picture: FMCG Brands Dominating OOH Market

PML Group looks at the FMCG brands that dominated the OOH market during the month of June.

Cadbury FC Makes Its Return To The Pitch And Streets

Eager fans rejoiced at the return of football, as did Premier League sponsors Cadbury, who is celebrating the league’s return with the launch of a new OOH campaign. Emphasising its brand range and association with the Premier League, the campaign featured a variety of product lines alongside a ‘Football’s Back’ tagline.

A confetti background added to the celebratory message that was broadcast nationwide.


Cadbury utilised a host of retail formats such as PurchasePoints, Adbox and SuperValu screens to connect with audiences on the path to purchase. Bus Shelters and Adshel also hosted the campaign, as OOH audience numbers begin to steadily increase with people moving more freely.

The campaign was planned and placed by teams in Carat and PML. PML Group’s in-house Design+ team developed the creative for the 6 Sheets and Digital OOH campaign.

“We were very excited about the return of the Premier League to our screens, so we wanted to celebrate the occasion with Cadbury FC,” says Maighread Lynch, brand manager, Mondelez.

“As soon as we got the return date, PML were very quick and agile in helping us make this possible. Using Design+, the team created an engaging and eye-catching creative for OOH roll-out,” she added.

Nicole Carragher, head of creative, Design + says that, working alongside Mondelez and Carat, they were “delighted to create a celebration piece around the Premier League. In developing the artwork, we hoped to capture the spirit of the fans welcoming football back to their screens.”


Media: Carat
Creative: Design +
OOH Specialist: PML

Charleville Seeks To Banish The Bland


Charleville looked to banish the bland by encouraging the public to try new combinations every day - and Kerry group thought retail OOH was a great place to start.


Animated burger and sandwich solutions stimulated consumers’ appetites while showcasing the ‘unrivalled meltability’ that has been its signature since 1912.

The OOH campaign, encompassing 6 Sheets (Adbox) and Digital Screens (Tesco Live), drove late stage purchase consideration.

The campaign was planned by Vizeum and Source out of home with creative by Goosebump featuring block, sliced, and grated select red cheddar varieties.Creative:

OOH Specialist: Vizeum and Source out of home

Lidl Goes Al Fresco This Summer




Lidl went alfresco in June with its new summer-themed OOH campaign. Displaying on a range of roadside formats such as 48 Sheets, Bus Shelters and Digishelters, the creative featured a range of summer-related products with highly visible price pointing included.

The campaign encompassed store proximity targeting on the path to purchase - an imperative tactic for retailers and FMCG brands. OOH is the advertising medium most seen by shoppers in the last window of influence before shopping.

Media: Mediaworks
Creative: BBDO
OOH Specialist: Source OOH

Safefood raises the heat in dynamic DOOH campaign

Safefood geared up for the surge in bank holiday barbeques with a dynamically triggered DOOH campaign on display over the sweltering June Bank Holiday weekend. Promoting food safety awareness and highlighting the dangers of undercooked burgers, the campaign incorporated a temperature trigger delivered via the Liveposter platform.

This trigger variable prompted a copy change when the temperature surpasses 18 degrees to include the tagline ‘It’s A Hot One’. The campaign also incorporated motion within the design to attract further attention.

The IOI dynamically enabled campaign ran on retail networks including Tesco Live, Adshel Live, Adtower at SuperValu stores and Digitower in the Republic. Adshel Live, Asda Live and digital screens in shopping centres hosted the message for audiences in Northern Ireland.
The strategically selected formats and locations were planned by Source out of home and PHD. The creative is by JWT Folk.

OCS, the Outdoor consumer study of 1,500 Irish adults exclusive to PML Group, finds that two thirds of all adults are interested in DOOH screens displaying messaging related to weather.

Dr Aileen McGloin, director, marketing and communications, Safefood, commented, “For many of us, a home barbeque is one of those activities we can still enjoy despite the current Covid-19 restrictions. And, with recent supermarket data revealing that BBQ-related purchases were on the increase, we knew the time was just right to remind people about having a safe barbeque and preventing unnecessary food poisoning. With our latest campaign, we wanted to celebrate those barbeque experts and say ‘well done’ to them – because that’s exactly how burgers should be cooked on the BBQ! Using a temperature-triggered dynamic approach was also very important for us to get our food safety messages in front of people when it was most relevant.”

Louise Keogh, account executive in Source out of home concluded, “As the temperatures rises, so does the use of BBQs. The complementary use of the temperature trigger in this campaign gives Safefood the opportunity to target audiences with important information by targeting specific moments of relevance”.

Creative: JWT Folk
OOH Specialists: Source out of home and PHD

PML Group is engaged in the data-led planning and buying of out-of-home media and digital out-of-home media on behalf of Ireland’s leading media agencies, media independents, advertising agencies and advertisers. Posterwatch is PML Group’s market intelligence service, offering clients a 100% view on the OOH market, fuelled by the PAB monitoring service. It measures the formats, weights, value and timing of every out-of-home campaign in every cycle. For more information, contact James Byrne, marketing manager: E: [email protected] T: (01) 668 2900

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