CASE STUDY: Driving Sales for Tesco with the Sun
Provided by News UK
Tesco partnered with the Captain Crunch supplement in The Sun over a 9 month period to drive sales.
What was the Challenge / Background of the Campaign?
Our challenge was to bring together 42 people from 3 companies across 11 different departments (client, editorial, creative, digital, design, commercial, circulation, research and marketing), all with very different priorities, to deliver a truly mold-breaking collaborative partnership that week-in, week-out, champions the consumer by delivering real money-off value for Sun and Tesco customers.
What was the Campaign Objective?
Drive sales for Tesco by promoting money saving tips in the sun and ideas using Tesco products, using Sun editorial and exclusive vouchers.
What was the Solution?
Over nine months, Tesco partnered with Captain Crunch and The Sun to produce an 8-page supplement every Tuesday, giving readers valued impartial editorial advice and, crucially, exclusive vouchers worth a minimum of £5 off weekly shopping - provided by Tesco. Through our innovative approach, this partnership changed the way commercial business within NI was conducted.
What were the Results?
Wave 2 research via The Sun's independent YouGov panel found that 78% of readers were aware of Captain Crunch (+12ppts from Wave 1), 64% of readers (unprompted) recalled Tesco as the section's sponsor (+23ppts from Wave 1), 35% of voucher users said they'd been persuaded to buy products they wouldn't normally and 24% of those who do not use Tesco for a main or top-up shop claimed the vouchers persuaded them to go to Tesco.
What were the Key Learnings of this Campaign?
Because a staggering 1 in 4 of Sun readers used the vouchers, we can prove that the partnership achieved the standout that was essential from the initial brief.