The Effect of Targeting a Younger Audience on Sales

The campaign absolutely speaks to that more affluent slightly older audience. But despite what we heard in some of the initial research, the younger audience are very persuaded by as well. So it appeals exactly like you suggested. There's a kind of an attitude there that is a little bit broader than the demographic. What's happened is that Tills was really improved in terms of quality perceptions, taste perceptions. It's overtaken Kettle in value share now. We're now bigger than them.