Pete & Gerry’s Organic Eggs takes listeners from farm to table with custom audio

Pete & Gerry’s Organic Eggs worked with NPM Creative to develop immersive audio messaging that resonated with NPR listeners as trustworthy and distinct from traditional advertising. Leveraging the NPR audience’s strong alignment with their target demographic of health and environmentally conscious consumers, the campaign effectively reached listeners where they already tune in. The immersive audio highlighted the advantages of Pete & Gerry’s Organic Pasture Raised eggs, bringing the farm experience directly to listeners while capitalizing on NPR’s established halo effect.

Objective

Pete & Gerry’s aimed to boost awareness and engagement with trusted, unique, and organic messaging in environments already frequented by their target audience. The brand’s goal was to build lasting connections by highlighting its shared values with NPR listeners and communicating the benefits of choosing its organic pasture-raised eggs.

Solution

NPM developed a campaign featuring standard audio, custom immersive audio, and display elements to maximize reach. The messaging emphasized the brand’s ethical, nature-focused practices and the delicious taste and nutritional benefits of their product. Custom immersive audio took listeners from Pete & Gerry’s organic pastures right to the breakfast table, telling a story that resonated with NPR listeners.

The audio spots ran across NPR’s Run of Network and Run of News programming using a mix of :15/:30/:60 pre-, mid- and post-roll dynamic spots. High-impact display placements, including an audio interstitial on the NPR app and banners on NPR newsletters and NPR.org, extended the campaign across platforms. The Pete & Gerry’s campaign also implemented robust audience targeting to effectively reach U.S. listeners interested in health or the environment, and a Veritonic Brand Lift Study for end-of-campaign insights.

Results

Pete & Gerry’s Veritonic Brand Lift Study showed significant growth across key performance indicators, with strong lifts across awareness and consideration KPIs:

The study also highlighted the close alignment between surveyed listeners and Pete & Gerry’s target audience:

Pete & Gerry’s directly experienced the NPR halo effect during the campaign, receiving this message from a listener:

“I wanted to let you know that I heard your support for NPR the other day and I will now only buy your eggs. Thank you for supporting independent journalism!” 

The feedback and results from the Veritonic study highlight the power of an immersive NPR sponsorship campaign. Pete & Gerry’s vision for its messaging and target audience already aligned closely with the values of the NPR audience, and impact was maximized by the trust listeners have with both NPR and its sponsors. By working with NPM Creative to craft the native feeling and immersive messages NPR listeners respond to, Pete & Gerry’s made a lasting impact and delivered on its campaign goals.

Source: Veritonic Brand Lift Study, 12/25

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