CASE STUDY: Newspaper readers take a fresh look at Birds Eye
Provided by Newsworks
National newspapers worked effectively with TV to re-launch the Birds Eye vegetable range and launch four Field Fresh variants.
What was the Challenge / Background of the Campaign?
National newspapers and TV were used in a campaign to drive trial and awareness of the re-launch of Birds Eye vegetables and launch of the Field Fresh variants by demonstrating health and taste benefits vs fresh and branded.
What was the Campaign Objective?
Drive trial and awareness of the re-launch of Birds Eye vegetables and launch the Field Fresh variants.
What was the Solution?
A TV and newspaper campaign was launched with creative synergy between the two media. This was seen as the ideal solution because TV and newspapers are complementary. Newspaper readership is younger, upmarket and more southern/metropolitan than TV. The media are consumed in complementary ways - newspaper readers are actively involved in seeking out items of interest. And there is heavy reading of newspapers in the evening, when the TV is on.
What were the Results?
Newspapers alone drove a 3.9% sales increase during the campaign and a 1.9% increase post campaign. Sales uplift at 3OTS was 12%. Newspapers and TV together produced a massive 93% re-appraisal, built competitive advantage by 10% and increased bonding with the brand by 17%. The TV ad worked harder and was more engaging among those who also saw the newspaper ads. Adding newspapers doubled the increase in emotional brand connection.
What were the Key Learnings of this Campaign?
To demonstrate that TV and newspapers working together is the most powerful media combination for building brand equity and driving sales. Using TV and newspapers created a more balanced audience for Birds Eye.