kettle chips: case study

1

KETTLE® Chips: EffectivenessHow 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® ChipsHeadline 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® ChipsCreative work

Newspaper creative

5

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

KETTLE® ChipsTest detail

6

KETTLE® ChipsTest detail

Media Plan

Sept 11 Oct 11 Nov 11 £m

MediaTarget audience:ABC1 women

aged 35-65

Newspapers

1.0

Research DatesMillward Brown

CrossMedia™

dunnhumby

Source: NMR/NRS

414 GRPs

PostPre

Analysis period pre, during and post11.07.11 to 05.02.12

7

KETTLE® ChipsResearch method and sample

1. dunnhumby sales analysis

8

KETTLE® ChipsResearch method and sample

2. Millward Brown

Pre and post campaign tracking among 659 main shoppers who buy premium crisps nowadays

9

“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. ”

Andrew Slamin

Marketing Director, KETTLE®

10

The FindingsSales response

11

KETTLE® ChipsNewspapers drive 20% sales increase

Source:

dunnhumby analysis of Tesco Clubcard data. See page 8 for methodology or go to newsworks.org.uk/kettle/dunnhumby for further details

KETTLE® Chips sales uplift

% increase for featured products

+20.5%

During campaign Post campaign

+19.4%

12

Total uplift during and post campaign

KETTLE® ChipsNewspapers 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® ChipsNewspapers encourage new buyers, lapsed buyers and loyal buyers

KETTLE® Chips frequency of purchase

% increase

Source:

dunnhumby analysis of Tesco Clubcard data

14

KETTLE® ChipsNewspapers drive KETTLE® brand share increase

KETTLE® Chips % change in £ market share pre-post

Exposed to newspaper campaign

+5

Source:

dunnhumby analysis of Tesco Clubcard data

15

The FindingsBrand response

16

KETTLE® ChipsNewspapers increase awareness

KETTLE® Chips spontaneous awareness

% point change pre-post

Source:

Millward Brown pre-post tracking

Total sample Recognise newspaper ads

+9

+12

17

KETTLE® ChipsNewspapers 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

Source:

Millward Brown pre-post tracking

+2

During campaign Post campaign

+6

18

KETTLE® ChipsNewspapers strengthen brand loyalty and buying intentions

KETTLE® Chips buying and future consideration% point change pre-post

Source:

Millward Brown pre-post tracking

19

KETTLE® ChipsKETTLE® Chips newspaper ads are highly engaging

Newspaper involvement diagnostics% agree Distinctive

Interesting

Soothing

Pleasant

Gentle

Weak

Dull

Boring

Irritating

Unpleasant

Disturbing

Involving

MB UK Norm

KETTLE® Chips newspaper ads

20

Readers were delighted when they noticed that the illustrations

for the original “hand-cooked” chip were made up of lots of

individual handprints

KETTLE® ChipsKETTLE® Chips newspaper ads are highly engaging

21

The FindingsCreative response

22

KETTLE® ChipsKETTLE® Chips ads capture attention and interest

KETTLE® Chips advertising

% agree

Very eye-catching Definitely remember

advertising was for

KETTLE® Chips

Stop and look rather

than turn the page

89

Source:

Millward Brown pre-post tracking

7279

56

69

49

KETTLE® Chips newspaper ads MB UK Norm

23

KETTLE® ChipsEmotional brand connection strengthened with multiple executions

Advertising measures – Emotional brand connectionHelps me connect and identify more strongly with KETTLE® Chips

% agree

1 newspaper ad 3 newspaper ads2 newspaper ads

66 67

82

24

Advertising measures – Call to actionGives me a reason to go out and buy KETTLE® Chips

% agree

KETTLE® ChipsKETTLE® campaign delivers a powerful call to action

1 newspaper ad 3 newspaper ads2 newspaper ads

73 73

80