A brand mascot, a multi-channel launch, and 40% above ROI target

Introduction

Parcel2Go is the UK's leading parcel comparison site. Despite market leadership, brand awareness and consideration weren't where they needed to be.

Problem

Parcel2Go wanted to become the go-to for regular senders — not just a one-off comparison tool. The ambition was to double the business, and brand was the lever they hadn't fully pulled.

Approach

We created Sven Storkofferson — a brand mascot rooted in delivery tradition that gave Parcel2Go something it had never had: a distinctive, ownable character. Sven cut through a category that defaults to price messaging, embodying reliability and a bit of whimsy that made the brand memorable.

"IF. have delivered and beautifully executed a big idea. Parcel2Go is about having all of the options and none of the hassle and Sven brings that to life in a memorable, engaging and compelling way" — Adam Harris, MD, Parcel2Go

Solution

A digital-first campaign launched in November ahead of peak and ran through to February — across paid YouTube, Meta, nationwide radio, and organic social. Sven adapted to every format: long-form for YouTube, short-form for social, audio for radio. Each touchpoint reinforced the same character with a different creative expression. The media plan was designed to move audiences from brand exposure through to consideration and conversion, with performance tracked across the full funnel and ROI measured against hard commercial targets.

Results

+40% campaign ROI above target. 4% uplift in brand consideration. 17.3% increase in brand awareness. 15 million additional impressions.

Impact

A brand character that gave Parcel2Go a voice in a category that had none — and commercial results that justified the creative ambition.