Piri steps up investment to launch its biggest, most innovative campaign to support hay fever season and beyond

  • GSK is looking to accelerate growth in the allergy category with the launch of a new £4m media campaign for Piri, the UK’s number one selling allergy brand[1], supporting Pirinase, Piriton and Piriteze
  • The campaign, which starts on 18th March, earlier than previous years, will be the biggest and most innovative TV campaign from Pirinase, reaching over 91.5% of UK households[2] 10 times

From March 18th, GSK will be investing in a £4m TVC and OOH campaign for its Piri brand. Spanning TV, out of home, PR, digital and social media, the campaign aims to drive penetration both in and out of hay fever season.

The innovative campaign will include responsive TV activation in line with the Met Office pollen count by region. These insights will ensure shoppers are receiving the right message, at the right time across the allergy season and beyond.

Research by Piri shows that 58 per cent of Brits claim they suffer from some kind of allergy[3], with 35 per cent of Brits who own a pet suffering some form of allergic reaction[4] to their animal. The Piri media campaign will therefore include support for Piriteze tablets and syrup, linked to Pet Allergy,

Jing Zhuang, Allergy Relief Portfolio UK Lead – Respiratory Northern Europe at GSK, comments: “This is the first time we are communicating a vast range of allergy symptoms and not just focusing on hay fever. We’re also revolutionising traditional OTC media buying by utilising big data modelling with three versions of the TV campaigns so that we can serve the relevant content to our target demographic, really increasing the awareness of hay fever and allergen symptoms so that shoppers are aware and in-store pharmacists can help offer the correct advice.

“The media plan is built on the great success of reactive spot airtime through Sky Adsmart so we can be efficient with the investment to talk to consumers with pinpoint accuracy. With big data thinking behind the media prioritisation, the plan will revolutionise the current OTC traditional media buying method.”

According to charity Allergy UK, Britain has some of the highest prevalence of rates of allergic conditions in the world[5]. And the number of sufferers is rising with an estimated 2 million new sufferers added in just one year[6].  Whilst two thirds of sales happen in the hay fever season itself (May-June), Piri, the UK’s number one selling allergy brand1, has 30% share of the category out of the time period[7], presenting an incremental sales opportunity for retailers.

To help retailers maximise sales, and to aid consumers looking for effective treatments, Piri recommends giving maximum visibility to allergy care in-store during hay fever season and using feature and display to capture those other allergy opportunities outside the main season.

[1] ©2019 Nielsen data, units + value, Allergy (client defined) 52 w/e 26.01.19, GB Total Coverage

[2] Based on 2019 Piri TVR & VOD impressions projection, by Publicis TV in Feb 2019

[3] Source- Research commissioned in January 2019, by Ginger Comms, amongst 1,000 adults

[4] Source- Research commissioned in January 2019, by Ginger Comms, amongst 1,000 adults

[5] https://www.allergyuk.org/information-and-advice/statistics

[6] https://www.allergyuk.org/information-and-advice/statistics

[7] Nielsen Data, Total Coverage, Off Season, w/e 30.12.17