CASE STUDY: Newspapers help re-launch Dairylea Lunchables
Provided by Newsworks
How newspapers helped encourage mums take a fresh look at the Lunchables range and boosted sales.
What was the Challenge / Background of the Campaign?
To persuade mums to reconsider their attitudes to Dairylea Lunchables. Newspapers alone drove 10.5% incremental sales uplift during the campaign, and a further 7.6% increase in the following 10 weeks;
- Newspapers triggered trial, with a 13.4% uplift in new customers;
- TV plus newspapers delivered 3 times the increase in buying of TV solus;
- TV plus newspapers raised brand involvement by 6% points (no change for TV solus);
- Seeing multiple newspapers ads doubled re-appraisal versus TV solus
Adding National Newspapers made the TV ad work harder Find out more...
What was the Campaign Objective?
Newspapers, with their daily ability to surprise and inform, provided a salient context for persuading mums to reconsider their attitudes to Dairylea Lunchables. Newspapers also compensated for the inherent weakness of commercial TV in London/South and among younger, more upmarket consumers.