1

The ProofThe business case for newspaper advertising as part of the media mix

2

Karine ChikMarketing Manager, Dairylea Lunchables

“National Newspapers played a key role in the re-launch of Dairylea Lunchables. 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..”

Dairylea LunchablesThe client’s view

3

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

Dairylea LunchablesHeadline results

4

Dairylea LunchablesTest 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

Dairylea LunchablesThe creative work

Newspaper creative

TV creative

6

Dairylea LunchablesTest detail

Media Plan

Feb Mar Apr May £m

MediaTarget audience:Female shoppers with children aged

5-10

TV – 30 sec 1.1

Newspapers 1.3

Research DatesMillward Brown

Pre-wave

Post wave

Research sample: Mums with children aged 5-12Media Source: NMR/BARB/NRS

528 TVRs

Campaign objectives

To re-launch Dairylea Lunchables as the sandwich alternative that’s nutritionally balanced and fun, by communicating that the range is wholegrain, contains calcium and has no artificial colours.

450GRPs

7

Dairylea LunchablesThe findings

8

Dairylea LunchablesNational newspapers drive extra 10.5% sales uplift

Source: dunnhumby

Newspaper advertising effect on Sales% increase

During Post

10.5

7.6

9

Dairylea LunchablesNewspaper advertising brings in new buyers

Source: dunnhumby

Newspaper Advertising effect on New Trialists % increase relative to control

13.4

10

Dairylea LunchablesThree times the increase in buying by adding newspapers

Dairylea Lunchables BuyingBought in last 12 months %Pre to Post % points increase

59

52

47

66

57

45

Pre-wave Post-wave

+2 +5 +7

Pre-wave Post-wave Pre-wave Post-wave

TV solus Any NP TV + NP

11

Dairylea LunchablesBrand commitment increased

Brand CommitmentLikelihood to choosePre to Post % points increase – Top 2 Box%

4746

51

40

Pre-wave Post-wave

+6 +4

Pre-wave Post-wave

TV solus TV + NP

12

Dairylea LunchablesStronger brand involvement with TV + newspapers

Brand InvolvementSomeone I likePre to Post % points increase – Top 2 Box %

48

42

27

54

45

27

Pre-wave Post-wave

+0 +3 +6

Pre-wave Post-wave Pre-wave Post-wave

TV solus Any NP TV + NP

13

Dairylea LunchablesTV and newspaper combination shifts brand image

Brand Image% endorsing Dairylea LunchablesPre to Post % points increase

Made from natural ingredients

Good value for money

A high quality brand

0

3

13

66

0

TV solus TV + NP

14

Dairylea LunchablesNewspaper ads achieve double print recognition

Recognition – Newspaper ads% recognising

Dairylea Lunchables

20

40

Millward Brown Print Norm(326 ads)

15

Dairylea LunchablesSimple imagery, clear branding & vivid colour assist standout

Newspaper ads - % agreeing

Very eye-catching I’d stop and look at rather than turn the page

80

61

42

95

MB UK NormDairylea Lunchables

16

Dairylea LunchablesSeeing newspaper ads makes TV ad more engaging

Pleasant

GentleIrritating

Soothing

Unpleasant

Disturbing

Millward Brown – TV Involvement Diagnostics

Millward Brown Norm(Base: 698 TV ads)

-+ Added effect of NP

+5 +15

Recognise TV only

Distinctive

Interesting

Weak

Ordinary

Boring

Involving

Recognise TV + NP-15

17

Dairylea LunchablesAdding newspapers increases TV branding

BrandingDefinitely remember ad was for Dairylea Lunchables%

TV solus

69

90

76

70

TV + NP Any NP TV + NP

TV ad Newspaper Ads

+20 +7

18

Dairylea LunchablesNewspaper ads enhance TV ad take-out

TV AdvertisingStrongly suggests% answering Added effect

of NP

TV + NPTV solus

Contains calcium

Contains wholegrain

Contains no added colourings or flavours

New and improved range

5532

-2

+4

+6

+17

Substantial enough to replace sandwich +23

7356

7569

8480

8688

19

Dairylea LunchablesMultiple executions communicate powerfully

Newspaper AdvertisingStrongly suggests% answering

77

67

63

64

41

Contains calcium

Contains wholegrain

Contains no added colourings or flavours

New and improved range

Substantial enough to replace sandwich

20

Dairylea LunchablesNewspaper ads strengthen TV performance

Response to TV ads% agreeing

65

8677

8673

8270

8880

TV + NPTV solus

74

Contains calcium

Contains wholegrain

Contains no added colourings or flavours

New and improved range

Substantial enough to replace sandwich

21

Dairylea LunchablesNewspapers provide strong call to action

Advertising measures – Call to actionGives me a reason to go out and buyTop Box % - agree strongly %

TV solus

38

TV + 1 NP ad

20

55

TV + 2 or 3 NP ads

22

Dairylea LunchablesDepth of information enhanced by media combination

Advertising measures – Depth of informationGives me enough information to decideTop Box - agree strongly %

TV solus

51

TV + 1 NP ad

40

65

TV + 2 or 3 NP ads

23

Dairylea LunchablesRe-appraisal doubled by adding newspapers

Advertising measures – Re-appraisalSurprising and gets me to think differentlyTop Box - agree strongly %

TV solus

43

TV + 1 NP ad

28

57

TV + 2 or 3 NP ads

24

Dairylea LunchablesEmotional engagement enhance by relevant editorial

Advertising measures – Brand ValuesHelps me to connect and identify more stronglyTop Box - agree strongly %

TV solus

45

TV + 1 NP ad

14

55

TV + 2 or 3 NP ads