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Ember: Brand awareness campaign boosts in-store sales

Ember D48

Advertiser: Ember

Campaign dates & Duration: 26 March - 28 May 2026

Background: We partnered with Ember, a beef jerky and high-protein snack brand, on its first out-of-home campaign to demonstrate the direct link between increased brand awareness through OOH and sales.

The campaign was designed to measure the effectiveness of Ember's campaign across key brand and business metrics, including sales, brand awareness, and future consideration.

Results:

Sales performance

  • To understand the campaign's impact on sales, we analysed the distance between Alight Media's digital screens and nearby Tesco stores, comparing this against average sales performance by store. 
  • The analysis revealed a clear relationship between proximity and sales. Stores located within 5 km of a digital billboard achieved the highest average sales value of 81, compared with an average of 63 for stores located 5–10 km from a screen. 
  • While all store groups followed a similar upward sales trend throughout the campaign period, locations closest to the advertising screens consistently delivered the strongest performance. This suggests that proximity to digital OOH advertising played an important role in driving in-store sales. 

Brand awareness

  • The campaign generated a 5% uplift in brand awareness among consumers exposed to the campaign compared with those who had not been exposed to Alight Media's D48 network. 
  • The strongest overall awareness levels were seen among 25–34-year-olds, while the largest uplift in awareness was recorded among the 35–54 age group, indicating that the campaign resonated particularly well with these audiences. 
  • Although overall awareness was slightly higher among men, the campaign also achieved strong engagement among women, demonstrating broad appeal across genders. 

Future consideration

  • The campaign delivered a 34% increase in future consideration, achieving results six times higher than the industry benchmark. 
  • As with brand awareness, 25–34-year-olds recorded the highest overall consideration levels, while 35–54-year-olds experienced the greatest uplift, reinforcing the campaign's strong performance across these key age groups. 
  • Interest in purchasing the product increased among both men and women, with men showing a slightly stronger response overall. 
  • Audience profiling also highlighted a particularly strong affinity among consumers interested in sport, health, and fitness. This closely aligns with Ember's brand positioning and campaign messaging around ‘real protein’, demonstrating effective audience targeting and relevance. 

"Working with Alight Media helped us deliver exceptional results! Sales increased significantly, especially from sites closest to stores, while brand consideration rose by 34% - over six times the benchmark - highlighting the power of well-targeted OOH."

- Gabbie Stone, Ember Snacks