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KETTLE ® Chips: Effectiveness

KETTLE ® Chips: Effectiveness. How newspaper advertising stimulated a 20% increase in sales of KETTLE ® Chips. KETTLE® Chips successfully created a significant uplift in sales from existing, lapsed and new purchasers through a brand campaign in newspapers .

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KETTLE ® Chips: Effectiveness

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  1. KETTLE® Chips: Effectiveness How newspaper advertising stimulated a 20% increase in sales of KETTLE® Chips

  2. KETTLE® Chips successfully created a significant uplift in sales from existing, lapsed and new purchasers through a brand campaign in newspapers. Bold, confident advertising captured attention and re-asserted the quality credentials of the original hand-cooked potato chip. Most importantly, newspaper advertising helped KETTLE® Chips buck the trend – the overall category declined and most other branded premium crisps brands lost share, but KETTLE® Chips gained share.

  3. KETTLE® Chips Headline results Newspapers immediately boost sales by over 20% - sales of featured products up 20.5% among people exposed to ads …and sustain sales impact- 19.5% sales increase in 12 weeks post campaign Newspapers engage all types of buyers- campaign attracted new buyers, increased frequency of purchase and persuaded lapsed users to buy again Newspaper campaigns create much more powerful emotional links than one-off ads - emotional brand connection rose from 66% when one ad was seen, to 82% when people saw three ads

  4. KETTLE® Chips Creative work Newspaper creative

  5. KETTLE® Chips Test detail Objective Emphasise quality and authenticity in order to increase purchase by existing buyers and tempt back recently lapsed buyers Communications strategy Showcase the fresh, quality ingredients in the KETTLE® Chips range and convey the hand-cooked, artisan nature of the chips. Target Audience Adults 35-65, ABC1

  6. KETTLE® Chips Test detail Media Plan 414 GRPs Pre Post Analysis period pre, during and post11.07.11 to 05.02.12 Source: NMR/NRS

  7. KETTLE® Chips Research method and sample dunnhumby sales analysis

  8. KETTLE® Chips Research method and sample Millward Brown Pre and post campaign tracking among 659 main shoppers who buy premium crisps nowadays

  9. Andrew Slamin Marketing Director, KETTLE® “We were delighted with the results of our first newspaper campaign for KETTLE® Chips. We learned a lot about how to use the power of newspapers to engage and motivate our buyers. Most importantly, the campaign generated an impressive increase in sales. We are committed to building on this success by including newsbrands in our upcoming advertising plans. ”

  10. The Findings Sales response

  11. KETTLE® Chips Newspapers drive 20% sales increase KETTLE® Chips sales uplift % increase for featured products +20.5% +19.4% Source: dunnhumby analysis of Tesco Clubcard data. See page 8 for methodology or go to newsworks.org.uk/kettle/dunnhumby for further details

  12. KETTLE® Chips Newspapers create halo effect on total brand sales KETTLE®brand sales uplift % increase across total brand +5% Source: dunnhumby analysis of Tesco Clubcard data

  13. KETTLE® Chips Newspapers encourage new buyers, lapsed buyers and loyal buyers KETTLE® Chips frequency of purchase % increase Source: dunnhumby analysis of Tesco Clubcard data

  14. KETTLE® Chips Newspapers drive KETTLE®brand share increase KETTLE® Chips % change in £ market share pre-post +5 Source: dunnhumby analysis of Tesco Clubcard data

  15. The Findings Brand response

  16. KETTLE® Chips Newspapers increase awareness KETTLE® Chips spontaneous awareness % point change pre-post +12 +9 Source: Millward Brown pre-post tracking

  17. KETTLE® Chips Newspapers help people feel closer to the KETTLE®brand KETTLE®Chips emotional brand involvement How would you feel about KETTLE® Chips if it came to life as a person? % answering “Someone I’d really like, and have lots in common with” % point change pre-post +6 +2 Source: Millward Brown pre-post tracking

  18. KETTLE® Chips Newspapers strengthen brand loyalty and buying intentions KETTLE® Chips buying and future consideration% point change pre-post Source: Millward Brown pre-post tracking

  19. KETTLE® Chips KETTLE® Chips newspaper ads are highly engaging Newspaper involvement diagnostics% agree MB UK Norm KETTLE®Chips newspaper ads

  20. KETTLE® Chips KETTLE® Chips newspaper ads are highly engaging Readers were delighted when they noticed that the illustrations for the original “hand-cooked” chip were made up of lots of individual handprints

  21. The Findings Creative response

  22. KETTLE® Chips KETTLE® Chips ads capture attention and interest KETTLE® Chips advertising % agree KETTLE®Chips newspaper ads MB UK Norm 89 79 72 69 56 49 Very eye-catching Definitely remember advertising was for KETTLE® Chips Stop and look rather than turn the page Source: Millward Brown pre-post tracking

  23. KETTLE® Chips Emotional brand connection strengthened with multiple executions Advertising measures – Emotional brand connectionHelps me connect and identify more strongly with KETTLE® Chips % agree 82 67 66 1 newspaper ad 3 newspaper ads 2 newspaper ads

  24. KETTLE® Chips KETTLE® campaign delivers a powerful call to action Advertising measures – Call to actionGives me a reason to go out and buy KETTLE® Chips % agree 80 73 73 1 newspaper ad 3 newspaper ads 2 newspaper ads

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