CASE STUDY: Hovis sales rise with newspapers and increase reach

Provided by Newsworks
Hovis used newspapers to give a significant boost to the emotional impact of its TV campaign, resulting in strong sales.
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What was the Challenge / Background of the Campaign?

The iconic bread baker, Hovis, used print and digital newspapers plus TV to increase sales, penetration and emotional engagement. Newspapers drive the news agenda and due to their mass reach can quickly influence the opinions and attitudes of a nation. Hovis used this medium to significantly boost the emotional impact of its TV campaign, increase audience reach and produce a strong sales result.

What was the Campaign Objective?

Re-establish Hovis as a legendary brand, central to British popular culture

What was the Solution?

Newspapers drive the news agenda and due to their mass reach can quickly influence the opinions & attitudes of a nation. Hovis used this medium to significantly boost the emotional impact of its TV campaign, increase audience reach and produce a strong sales result.

What were the Results?

-Newspapers generated 4.2% immediate sales uplift; 3.9% post-campaign increase? 3+ newspaper OTS produce 5.7% uplift -Media multiplier effect causes 6.4% uplift during and11.5% post for TV and Newspapers combined -Newspapers drive 7% penetration increase and 15% rise in trial -When seen with newspapers, TV ad performance enhanced persuasion by 13% points, appeal by 12% points and communication up to an average of 10% points -Emotional engagement boosted by 11% points with brand image significantly enhanced with TV plus newspapers

What were the Key Learnings of this Campaign?

Brand tracking by Millward Brown was conducted pre and post the activity. dunnhumby provided the sale results via analysis of Tesco Clubcard data. Sophus3 provided the web traffic analysis. Adding newspapers delivered more than double the increase in brand involvement, compared with TV solus. Brand image significantly enhanced with TV plus newspapers.Adding newspapers created a more balanced exposure to the Hovis campaign than would have been possible using only TV.
BudgetReach & FrequencyTarget AudienceMedia Used
£501k +Women 25-64 with children
25 - 34
45 - 54
55 - 64
Female
C2
DE
Main Shopper
NATIONAL PRESS
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearBUILD AWARENESS
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