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The Proof

The Proof. The business case for newspaper advertising as part of the media mix. Dairylea Lunchables. The client’s view.

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The Proof

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  1. The Proof The business case for newspaper advertising as part of the media mix

  2. DairyleaLunchables The client’s view “National Newspapers played a key role in the re-launch of DairyleaLunchables. We wanted mums to take a fresh look at the Lunchables range and understand it has improved nutritionals and is a better sandwich alternative for kids than before, whilst still being fun and convenient. By using several, single-minded executions, the newspaper ads enabled us to communicate the brand’s improved nutritional credentials. The brand tracking indicates that the newspaper ads not only communicated in their own right but also strengthened the performance of the TV campaign, improving takeout of key messages. Pleasingly there was also some evidence that the newspaper campaign boosted sales, bringing in new trialists during the campaign and for a short period afterwards..” KarineChikMarketing Manager, DairyleaLunchables

  3. DairyleaLunchables Headline results Newspapers drove 10.5% sales uplift during and 7.6% post campaign Newspapers triggered 13.4% uplift in new customers Adding newspapers delivered 3 times the increase in buying Brand involvement up 6% points with TV + NP Adding newspapers significantly improved response to the TV ad Adding multiple newspaper executions increased Call to Action by 175%, created 4 times the emotional Brand Values and doubled Re-appraisal

  4. DairyleaLunchables Test Hypothesis: Newspapers are perfect partners to TV TV and national newspapers are the perfect partnership They are processed in different but complementary ways: TV is more passive, newspapers involve active processing Both media are heavily consumed in the evening Media profiles are complementary Together, the brand impact should be stronger than either medium separately

  5. DairyleaLunchables The creative work Newspaper creative TV creative

  6. DairyleaLunchables Test detail Campaign objectives To re-launch DairyleaLunchables as the sandwich alternative that’s nutritionally balanced and fun, by communicating that the range is wholegrain, contains calcium and has no artificial colours. Media Plan 528 TVRs 450GRPs Research sample: Mums with children aged 5-12Media Source: NMR/BARB/NRS

  7. DairyleaLunchables The findings

  8. DairyleaLunchables National newspapers drive extra 10.5% sales uplift During Post Newspaper advertising effect on Sales% increase 10.5 7.6 Source: dunnhumby

  9. DairyleaLunchables Newspaper advertising brings in new buyers Newspaper Advertising effect on New Trialists% increase relative to control 13.4 Source: dunnhumby

  10. DairyleaLunchables Three times the increase in buying by adding newspapers DairyleaLunchables BuyingBought in last 12 months %Pre to Post % points increase TV solus Any NP TV + NP +2 +5 +7 66 59 57 52 47 45 Pre-wave Post-wave Pre-wave Post-wave Pre-wave Post-wave

  11. DairyleaLunchables Brand commitment increased Brand CommitmentLikelihood to choosePre to Post % points increase – Top 2 Box% TV solus TV + NP +6 +4 51 47 46 40 Pre-wave Post-wave Pre-wave Post-wave

  12. DairyleaLunchables Stronger brand involvement with TV + newspapers Brand InvolvementSomeone I likePre to Post % points increase – Top 2 Box % TV solus Any NP TV + NP +0 +3 +6 54 48 45 42 27 27 Pre-wave Post-wave Pre-wave Post-wave Pre-wave Post-wave

  13. DairyleaLunchables TV and newspaper combination shifts brand image Made from natural ingredients Good value for money A high quality brand Brand Image% endorsing DairyleaLunchablesPre to Post % points increase TV solus TV + NP 13 6 6 3 0 0

  14. DairyleaLunchables Newspaper ads achieve double print recognition Recognition – Newspaper ads% recognising 40 DairyleaLunchables Millward Brown Print Norm(326 ads) 20

  15. DairyleaLunchables Simple imagery, clear branding & vivid colour assist standout Very eye-catching I’d stop and look at rather than turn the page Newspaper ads - % agreeing MB UK Norm DairyleaLunchables 95 80 61 42

  16. DairyleaLunchables Seeing newspaper ads makes TV ad more engaging +5 +15 Distinctive Involving Interesting Millward Brown – TV Involvement Diagnostics Disturbing Soothing Millward Brown Norm(Base: 698 TV ads) Unpleasant Pleasant Recognise TV + NP -15 Recognise TV only Added effect of NP -+ Irritating Gentle Weak Boring Ordinary

  17. DairyleaLunchables Adding newspapers increases TV branding TV solus TV + NP Any NP TV + NP BrandingDefinitely remember ad was for DairyleaLunchables% TV ad Newspaper Ads +20 +7 90 76 70 69

  18. DairyleaLunchables Newspaper ads enhance TV ad take-out TV AdvertisingStrongly suggests% answering TV + NP TV solus Added effect of NP 88 Contains calcium -2 86 80 Contains wholegrain +4 84 69 +6 Contains no added colourings or flavours 75 56 New and improved range +17 73 Substantial enough to replace sandwich 32 +23 55

  19. DairyleaLunchables Multiple executions communicate powerfully Newspaper AdvertisingStrongly suggests% answering Contains calcium 77 Contains wholegrain 67 Contains no added colourings or flavours 63 New and improved range 64 41 Substantial enough to replace sandwich

  20. DairyleaLunchables Newspaper ads strengthen TV performance Response to TV ads% agreeing TV + NP TV solus 80 Contains calcium 88 70 Contains wholegrain 82 73 Contains no added colourings or flavours 86 77 New and improved range 86 65 Substantial enough to replace sandwich 74

  21. DairyleaLunchables Newspapers provide strong call to action Advertising measures – Call to actionGives me a reason to go out and buyTop Box % - agree strongly % 55 38 20 TV + 2 or 3 NP ads TV + 1 NP ad TV solus

  22. DairyleaLunchables Depth of information enhanced by media combination Advertising measures – Depth of informationGives me enough information to decideTop Box - agree strongly % 65 51 40 TV + 2 or 3 NP ads TV + 1 NP ad TV solus

  23. DairyleaLunchables Re-appraisal doubled by adding newspapers Advertising measures – Re-appraisalSurprising and gets me to think differentlyTop Box - agree strongly % 57 43 28 TV + 2 or 3 NP ads TV + 1 NP ad TV solus

  24. DairyleaLunchables Emotional engagement enhance by relevant editorial Advertising measures – Brand ValuesHelps me to connect and identify more stronglyTop Box - agree strongly % 55 45 14 TV + 2 or 3 NP ads TV + 1 NP ad TV solus

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