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Case Study: Celebrating Christmas with Piccolo

In December 2018 we launched a pro bono ad campaign in the UK to help Piccolo and Tesco distribute their Christmas ad campaign: “One for One”.

In 2016, the British Red Cross saw a 43% increase in mothers needing food and nappies for their children. Every year Piccolo supports the amazing work that the British Red Cross do across the UK to help feed these families over the Christmas period with its ‘One for One’ food donation campaign.

As part of the campaign, throughout December 2018, Piccolo donated one infant meal to the British Red Cross for every Piccolo product bought in Tesco stores nationwide, to support BRC’s work with destitute refugee families across the country.

To help them spread the word we distributed a 19-second ad for them across our premium publisher network which showcased their initiative, check out the ad below.


We helped Piccolo spread the message across the UK, and ensure it was communicated to the right audience at the right time, in the right places. We did this by delivering 31,944 completed views to audiences on high profile premium publisher sites and brand safe environments.

The One for One ad achieved 40,159 impressions, 154 clicks with a massive 79% completion rate which is 36% higher than the industry average.  

At Unruly we know the environment where an ad is served is extremely important. The content that an ad sits next to can greatly affect how it’s perceived. Not only this, but studies show that ads shown in premium environments produce greater levels of engagement and long-term memory encoding amongst consumers compared to ads on other sites.

Vertical and horizontal versions of the “One for One” ad were distributed at scale across our Verified Marketplace which is an exclusive place to collectively buy desktop and mobile outstream video inventory on The Guardian, The Telegraph, The Times, The Sunday Times and The Sun. It guarantees quality content and environments for advertisers with a potential audience of over 39.4 million unique users.

The campaign has been a huge success both in terms of the awareness we managed to drive across national media & digital (reaching an audience of over 10m) and the resulting sales: Piccolo are on track to donate 100,000 baby food meals to the British Red Cross!

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