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CASE STUDY: Bitesize Shredded Wheat sinks teeth into newspapers

Provided by Newsworks
How Cereal Partners UK used newspapers to bring a whole new perspective on a much-loved brand

What was the Challenge / Background of the Campaign?

Newspapers modify people's opinions every day, providing new information that provokes re-appraisal, thus they provided a great context for presenting a fresh perspective on Bitesize Shredded Wheat. Newspapers also compensated for the inherent weakness of commercial TV in London/South and younger, more upmarket consumers. Find out more...

What was the Campaign Objective?

Newspapers alone drove 6.9% sales uplift during and 8.4% increase post campaign - At 3+ OTS, sales due to newspapers increased by 11% during and 7.4% post campaign - TV plus newspapers increase brand commitment* by 5% points - TV plus newspapers increased brand involvement by 4% points - Adding National Newspapers made the TV ad work harder across all diagnostic measures, including engagement, branding and communication

BudgetReach & FrequencyTarget AudienceMedia Used
£501k +Women 25-60, regular cereal buyers
25 - 34
35 - 44
45 - 54
Female
Main Shopper
Kids HH
NATIONAL PRESS
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearBUILD AWARENESSRESEARCH
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