8% of listeners purchased Kraft Cheese Blends in the first four weeks of a recent radio campaign, three times more than those that didn’t hear the radio campaign.

The figures come from the latest case study added to the Radio Connects website.

“Kraft Cheese Blends sales results exceeded our launch targets, capturing 6.3% share of total grated cheese category (worth over $370m a year) in the first 3 months of sales,” said Brand Manager David Jennings.

32% brand awareness was achieved after just 4 weeks of radio activity on the Today Network, according to the study.

At last week’s radio conference CRA promised to increase the number of case studies available for advertisers and media agencies to use when promoting radio. The next batch of 8 case studies, as well as a client video, has now been loaded on the website, to be used as a resources for those promoting radio sales.

The Kraft case study showcases an excellent example of a FMCG brand successfully using radio as the lead media to launch their new product Kraft Cheese Blends. In the study, Kraft’s Brand Manager shared their campaign sales results which exceeded their targets.

The new case studies are from a diverse group of advertisers, also including Commonwealth Bank and Ben and Jerry’s ice cream.

Radio Connects was developed in response to requests from advertisers and media agencies for examples of good radio case studies of how to optimise radio in advertising campaigns. You can watch the video and access the full case studies by registering  at www.radioconnects.com.au.