CASE STUDY: Newspapers are the tasty option for Oats & More
Provided by Newsworks
Cereal Partners UK turned to newspapers to help launch a new cereal and take advantage of readers' interest in food and health
What was the Challenge / Background of the Campaign?
With their large circulations, sense of immediacy and emotional engagement, national newspapers were chosen to drive awareness and encourage trial, whilst building emotional brand connection. Newspapers also compensated for the inherent weakness of commercial TV in London/South and younger, more upmarket women. Find out more...
What was the Campaign Objective?
Newspapers alone were responsible for an 8.3% incremental sales uplift - TV plus newspapers drove more than double the increase in brand familiarity than TV solus - TV plus newspapers doubled increase in trial compared with TV solus - Brand involvement was 80% higher with newspapers - Adding National Newspapers improved response to the TV ad, making it more engaging, significantly better branded, and enhancing communication