Appetite · Our approach to paid media

Advertising that
proves itself

Appetite is how we plan, buy and measure paid media for retail food brands. Every plan is built on evidence, bought transparently and measured across every data point, so you can see the full impact of your advertising, right through to sales.

See how it works

Less focus on what should work. More on what actually does.

What you get

Three things, every campaign

  1. 01

    A plan built on evidence

    Budgets, channels and creative decided on what the effectiveness evidence says works for your category, not on habit.

  2. 02

    Transparent media buying

    Across every channel we buy, from TV and out-of-home to paid social and retail media. You see where the money goes and why.

  3. 03

    The full picture of impact

    Every data point brought together, from ad recall and brand consideration to search, store locator and in-store sales, so you see what the campaign really moved.

How it works

Four steps, plan to proof

  1. Step 1Plan
  2. Step 2Test
  3. Step 3Run
  4. Step 4Measure
  1. Step 1Plan

    Plan on evidence

    We decide what the money needs to do: how much builds the brand for the long term and how much drives sales now. Then we work out how many people need to see it, and how often, to make a difference. The budget and the channels follow from that, not the other way round.

    Built on IPA effectiveness principles, TGI audience data and System1 x Effie channel data

  2. Step 2Test

    Test before we spend

    Before money goes behind an ad, we check it grabs attention, gets the message across and gets the brand remembered. Full testing for bigger campaigns, a lighter check for leaner budgets.

    Built on System1 testing, and Syrup Vision for leaner budgets

Step 3Run

Run it store by store

Ads run in the area around each store, matched to your sales data. A few stores are deliberately left out, so there's a fair comparison.

Built on The Syrup Media Planning Tool

Stores running the campaign Stores left out, for comparison

  1. Step 4Measure

    Measure the full effect

    We bring every data point together in our purpose-built technology: channel metrics, ad recall surveys, brand awareness and consideration panels, website, search and store locator data, and in-store sales. So you see what the advertising moved, from attention and intent through to sales, and what to do more of next time.

    Stores running the campaign Stores left out Each store's normal sales

The whole picture, not just sales

  • Channel metrics
  • Ad recall surveys
  • Brand awareness and consideration panels
  • Website data
  • Search data
  • Store locator searches
  • In-store sales

We bring every one of these signals together in our purpose-built technology to understand the impact your advertising has had: on sales, and well beyond that, on intent and effectiveness.

Good questions

What people ask us

Is Appetite only for digital media?
No. It covers every channel we plan and buy, from TV and out-of-home to paid social and retail media.
What do you need from us?
Your brief and goals, and access to store-level sales data, usually through your category team, so we can measure properly.
Does it work for smaller budgets?
Yes. Budgets are built up from what the campaign needs, and leaner budgets get a lighter creative test rather than none at all.
Next step

See what your advertising actually sells

Tell us about your brand and your next campaign, and we'll show you how we'd plan, buy and measure it with Appetite.

Get in touch or email hello@madewithsyrup.com