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.
Download Attachment View Website Contact Details
View all by this company Email to a Colleague

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.
BudgetReach & FrequencyTarget AudienceMedia Used
£501k +Female shoppers with children aged 5-10
25 - 34
35 - 44
Female
ABC1
C2
Main Shopper
Kids HH
NATIONAL PRESS
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearBUILD AWARENESS
Many more ideas on GetMeMedia.com   Click here to register and view them!

Search for Ideas

Age

Gender

Media Route

Marketing Route

Full Search Options
Getmemedia.com is the place for brands and their agencies to find marketing ideas, media insight and sponsorship solutions.

Sign Up

Register now to find out more about Getmemedia.com Agencies Marketers Media/Rights Owners