Food advertising: An essential guide for advertisers and agencies
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Food advertising: An essential guide for advertisers and agencies
- 1. Food advertising An essential guide for advertisers and agencies
- 2. Contents • Food: a hot topic for the nation – A look at consumer trends and new research showing how consumers are responding • Food and the newsbrand audience – Facts about the newsbrand audience and their relationship with food • Roles for food communications in newsbrands – Including case studies, examples 2
- 3. “Newsbrands offer advertisers both an inspiring and effective way to reach Foodie lovers, giving scale across digital and print channels. Add on top of that the benefits of positioning alongside rich editorial content in supplements and tablets, newsbrands become a natural choice for engaging with this audience.” Rachel Bristow Vice President Global Media Data & Analytics, Unilever
- 4. Food: a hot topic for the nation
- 5. Prices are a key concern UK households spend 12% more, purchase 4.2% less in 2011 vs 2007 Source: : Defra Family Food 2011
- 6. The hunt for value Source: : YouGov - 2227 adults online, 23rd - 25th January 2013 Question summary: Which have you done in the last 6 months, or plan to do in the next 6 months, in order to help manage your food bills?
- 7. The end of excess Source: : YouGov - 2227 adults online, 23rd - 25th January 2013 Question summary: Which have you done in the last 6 months, or plan to do in the next 6 months, in order to help manage your food bills?
- 8. The home-baked ideal Source: : YouGov - 1158 women online, 23rd - 25th January 2013 Question summary: Which have you done in the last 6 months, or plan to do in the next 6 months, in order to help manage your food bills?
- 9. The growing importance of provenance 13% of women agree that the source of the food they buy (e.g. country, welfare, etc.) isn‟t important to them 46% of women want to know where the food they buy comes from 49% of women are interested in the ingredients in packaged food Source: : YouGov - 1158 women online, 23rd - 25th January 2013
- 10. The desire for local flavour Source: : YouGov - 2227 adults online, 23rd - 25th January 2013 Question summary: Which have you done in the last 6 months, or plan to do in the next 6 months, in order to help manage your food bills?
- 11. The desire for local flavour Dolmio and Crosse & Blackwell tapped into a home-grown theme
- 12. Information for healthy choices 30% of adults agree they want brands to help them cook/serve more wholesome meals Source: : YouGov - 2227 adults online, 23rd - 25th January 2013
- 13. Information for healthy choices The government uses newspapers to promote healthy living Celebrity chefs cooked healthy recipes with Benecol
- 14. Big, bold flavours and some Brazilian sunshine Source: : YouGov - 1158 women online, 23rd - 25th January 2013
- 15. Food pleasure and experimentation still important Source: : TGI 2012 Q4
- 16. Food and the newsbrand audience
- 17. “Although much is written of the challenges newspapers face, they still deliver an excellent and substantial target audience fit for us.” Andrew Slamin Marketing Director, KETTLE®
- 18. Newsbrands influence food choices Source: YouGov - 1158 women online, 23rd - 25th January 2013 Question summary: Which of the following influence your food purchasing decisions?
- 19. Our readers are really interested in food Source: : NRS, Oct 2011-Sept 2012
- 20. Some of the top food writers tickling the tastebuds of newsbrand readers
- 21. An interested and very large audience Sources: NRS PADD: NRS Oct-Sep 2012 and UKOM Sep 2012, comScore GSMA Mobile Media Metrics September 2012, YouGov - 603 UK tablet owners online 18+, 29-31 December 2012
- 22. Newsbrands reach more women and chief shoppers than magazines Daily magazine readership figures not available Sources: NRS PADD: NRS Oct-Sep 2012 and UKOM Sep 2012
- 23. Newsbrands work well with TV Source: NRS PADD: NRS Oct-Sep 2012 and UKOM Sep 2012, BARB 2012
- 24. Digital newsbrand readers are big fans of food websites Source: : comScore Cross Visiting January 2013
- 25. Digital newsbrand readers are information hungry Index versus all adults „Shopping online makes my life easier‟ 130 „Product reviews have a major influence on my purchasing decisions‟ 121 „ I thoroughly research products before buying them‟ 120 Source: : TGI Clickstream 2012 Q3
- 26. Mobile newsbrand readers love to shop Source: : comScore GSMA Mobile Media Metrics, September 2012
- 27. Tablet and mobile readers more likely to be influenced by brand advertising All Adults Tablet Mobile newspaper newspaper readers readers Brand advertising influences 15% 19% 19% food purchasing decisions Source: YouGov – 2227 adults online, 23rd - 25th January 2013 Question summary: Which of the following influence your food purchasing decisions?
- 28. Newsbrand readers spend more on food Source: : NRS, 2011-2012
- 29. Newsbrand readers spend more on food Source: : GB TGI Clickstream 2012 Q3
- 30. They are highly influential Word of Mouth Typologies – quality newspaper readers Index versus all adults for food and dining Source: : TGI 2012 Q3
- 31. “We have partnered with Newsworks on several occasions in recent years to look at the effectiveness of newspaper advertising, and the results have always reinforced our belief in the strong role the medium can play in helping drive growth on our brands. We found that newspapers worked particularly well in combination with TV, with the effects most marked when there were clear strategic and creative synergies between the copy. The trust that readers place in their newspapers makes them a powerful carrier of branded messages.” Ben Blake Marketing Controller, Cereal Partners UK
- 32. Roles for food communications in newsbrands
- 33. Create awareness: spread the news Source: : KETTLE® Chips effectiveness case study 2012
- 34. Create awareness: spread the news 55% of chief shoppers were motivated/involved by this Kenco ad about using less glass 34
- 35. Change perceptions: create a new perspective Source: : Newsworks food and drink effectiveness case studies 35
- 36. Change perceptions: create a new perspective Kraft tackled potential negative attitudes head- on with advertising and lots of PR coverage 36
- 37. Change perceptions: create a new agenda In creative benchmarking research, 60% agreed that Coca-Cola‟s plant bottle ad „makes an important issue or cause more relevant to me‟. 37
- 38. Change perceptions: create a new agenda This Kit Kat ad involved and motivated 76% of readers, making it one of the highest scoring ads tested. 38
- 39. Increase engagement: spread the love Brand involvement shift pre to post campaign is 2.5 times bigger when people see newspaper advertising as well as TV Source: : Newsworks food and drink effectiveness case studies 39
- 40. Increase engagement: spread the love Sources: KETTLE® Chips & Hovis effectiveness 40 case studies, IPA Effectiveness Awards 2012
- 41. Increase engagement: make it topical Hovis I Can‟t Believe It‟s Not Butter Valentine‟s day April fool 41
- 42. Stimulate sales Source: dunnhumby analysis of Tesco Clubcard data for Newsworks food and drink effectiveness case studies 42
- 43. Stimulate sales Newsbrands can fulfil a dual brand building and direct response role 43
- 44. Newsbrands are budget efficient 44
- 45. Sample and method for YouGov research • Food study – All figures, unless otherwise stated, are from YouGov Plc. Total sample size was 2227 adults. Fieldwork was undertaken between 23rd - 25th January 2013. The survey was carried out online. The figures have been weighted and are representative of all UK adults (aged 18+). • Tablet study – All figures, unless otherwise stated, are from YouGov Plc. Total sample size was 2055 adults. Fieldwork was undertaken between 28th - 31st December 2012. The survey was carried out online. The figures have been weighted and are representative of all UK adults online (aged 18+). 45
- 46. Further reading • Newsworks effectiveness case studies, together with case studies from individual newsbrands, can be downloaded from the Case Studies section of the Research Centre at www.newsworks.org.uk • For examples of great creative in newsbrands, go to our Creative Gallery and Partnerships sections. 46
Hinweis der Redaktion
- Food advertising An essential guide for advertisers and agencies
- Food: a hot topic for the nation
- Prices are the key concernPeople are feeling the squeeze. Food is exerting a greater pressure on household budgets, as prices surge.Official statistics show that UK households purchased 4.2% less food in 2011 than in 2007 while spending 12% more. They saved 6.8% by trading down to cheaper products. ONS reported a further trading down at Christmas 2012.In May 2012, 63% of people said they were concerned about food prices, up from 60% in November 2011.Poor harvests and rising fuel costs will mean steeper price hikes in 2013. The government’s chief scientific adviser Professor Sir John Beddington said in December 2012 that the cost of food was ‘not going to stop’ rising in the foreseeable future.People are buying less fruit and vegetables, bread, butter, lamb, beef and fish. Low income households are particularly hard hit – one sixth of their budget goes on food, compared to 11.3% for the average household.The Trussell Trust, the major food bank organisation, says the number of people fed by food banks has doubled to almost 130,000 in the last year alone.
- The hunt for valueSoaring food prices will increase the importance of perceived value. Brands will be put under even more pressure as people shop smarter, reduce waste and look for trading-down opportunities and promotions.Mass market brands that trade mainly in the squeezed middle will need to be most resilient and creative in their marketing:discountersAldi and Lidl grew sales by 30.5% and 11.2% respectively in the six weeks to 6th January 2013, while upmarket Waitrose saw turnover rise 8.6%, according to Kantar Worldpanel.The average increase for multiples was just 3.3%.More affluent shoppers are visiting discount stores and buying private label to offset and justify moreexpensive purchases, such as specialist ranges and organic. Lower income families are simply trying to keep foodcosts manageable. The YouGov research for Newsworks in January 2013 looked at actions people have taken in the last six months, or plan to take in the next six months, to help manage their food bills. It found that 65% haverecently shopped or plan to shop in discount retailers; while 62% have switched to shops’ own foodproducts when they previously bought brands, or plan to switch during the first half of 2013.Brand trust is vital: 74% of adults, and nearly 8 in 10 women, have bought or will keep buying brands they trustbut look for savings on basics.
- The end of excessThe pressure on wallets and purses, and greater awareness of health issues, are causing people to rethink their attitude to food.There’s a lot more checking and balancing behaviour, a less indulgent attitude to excess.Nigel Slater talks about ‘frugal feasting’, which is not about stocking up on multi-buy promotions, but selecting fresh, wholesome and seasonal ingredients to create cheap meals that are full of flavour. The increasingly frugal mindset is not limited to the cash-strapped. Shopping around and buying on promotion have long been survival tactics of the less well-off. But a more thrifty and resourceful approach is now widespread. Retailers and the media are providing inspiration and help even for better-off families, for example Waitrose’s ‘LOVE life’ campaign and January 2013’s special Eat Well for Less issue of Observer Food Monthly where top chefs were challenged to feed four for a fiver.The latest YouGov research indicates that women and ABC1 social classes are most likely to manage food bills by looking out for recipes that provide wholesome and tasty low-cost meals.Concerns about food waste, as well as budget considerations, mean that 78% of us were using leftovers as part of a meal or as a meal in themselves in spring 2011, according to Defra, while 80% of adults in our research in late January 2013 said they have made, or will make greater efforts to waste less food.
- The home-baked idealRecession has made people focus on what is important in life. Family life, and cooking as a central part of it, is a powerful ideal. More than 6 in 10 women agree that cooking is an essential part of caring for the family.A renewed desire for traditional family values has led people to investigate and admire the way granny used to cook. Good old fashioned British cooking is back in vogue and we have a new heroine in Mary Berry. Fewer people say they like to eat foreign food, according to TGI. Although 58% still agree, this has fallen by over 3 percentage points since 2009/10, with quality newspaper readers showing an even larger decline (4.5% points).There is an undercurrent of ‘fancy foreign stuff’ and ‘food as art’ being linked to the excesses and irresponsibility of the boom years and British food is seen as part of the frugality and resourcefulness that is becoming more respected. The mood favours cooking from scratch and traditional family meals: 84% of women have cooked more meals from scratch in the last six months, or plan to in the next six months, while 69% say they cook or plan to cook more classic British meals.The reality is increasing time constraints, individual family preferences and a lack of confidence in cooking skills, especially among younger people (one in six women cannot bake a cake, according to Good Food channel research from May 2011). Brands are used as shortcuts to attaining the family meal ideal.Brands can tap into these moods and emotions and reassert strong traditional values alongside modern convenience.
- The growing importance of provenanceThe provenance of food is a bigger issue than ever before. The horsemeat scandal has intensified consumer interest in being able to trace what is on their plates back to its place of origin – and trusting that origin.Only 13% of women agree that the source of the food they buy (e.g. country, welfare, etc.) isn’t important to them, while 46% want to know where the food they buy comes from and 49% are interested in the ingredients in packaged food.People are looking for real food values, and brands can tap into this desire for authenticity.The majority of women (54%) prefer to use natural, wholesome food and ingredients. Convenience is still important, but the food comes first. For example, there’s a big perceptual difference between frozen foods and foods that are frozen, especially if the latter have a home-made, artisan feel. And there’s a clear limit to the premium people will pay for convenience. Only 14% of adults questioned by YouGov in January 2013 said they were willing to spend more on food that saves time in the kitchen.There’s a growing interest in quality artisan food, which sits alongside the street food trend that is now moving into stores. Street food is all about the here and now - cooked fresh in full view and eaten straight away. Simple, authentic and with minimal packaging, so the food is hero.
- The desire for local flavourBuying local, seasonal produce sits alongside provenance as a key trend, often encouraged by the top chefs and food columnists in the newsbrands. As well as feeling more healthy and responsible, it creates a sense of community. Farmers’ markets may be too expensive for some, but supermarkets are increasingly carrying locally sourced or produced ranges. Brands are already starting to focus more on regional British ingredients, for example Walkers. But there’s also a conflict between concern about food miles and wanting to buy and experience the ‘real thing’. Quality and authenticity will still be highly valued for some of the overseas specialities that are part of everyday cuisine, such as olive oil.Allotments, community gardening projects and growing your own are on the increase. The share of all fruit and vegetables consumed in the UK which were grown in allotments or gardens went up from 2.9% to 5% between 2008 and 2011, official statistics show. Nearly 100,000 people are on waiting lists for allotments in Britain, with 350,000 enthusiasts already tending plots.
- Dolmio and Crosse & Blackwell are among those that have used newsbrands to tap into a home-grown theme.
- Information for healthy choicesPeople have access to more information about food and health than ever before, but they still want more transparency and accountability.The future will see more regulation and more clarity from food providers, from traffic light labelling to calorie counts in fast food restaurants.According to national statistics, 26% of adults are officially obese – even though calorie intakes have dropped in the last five years. As the government tries to encourage better food behaviour, we feel more at risk from social disapproval if we don’t make healthy choices.People are increasingly looking beyond, or bypassing the label by using mobile apps – such as Calorie Counter Pro and Can I Eat It? – to check barcodes for calorie counts, allergens and ingredients they may be intolerant to, or to get recipe ideas.There’s demand for healthy alternatives and ‘lower calories, same foods’ ideas – achieved by using real, rather than artificial ingredients; using less fat/salt/sugar altogether rather than substituting one for the other to make low calorie or low fat claims. Naturally lower-calorie food and smaller portions will be more desirable than ‘diet foods’.Most people think they are eating more healthy food but acknowledge the difficulties. A sizeable group – 30% of adults – agree they want brands to help them cook/serve more wholesome meals.
- Big, bold flavours and some Brazilian sunshineWhilst there’s a lot of concern about food prices, healthy eating and issues of accountability and sustainability , we still take a great deal of pleasure in our food and enjoy trying new things.Big, bold flavours are on the rise. Reduced salt levels, smaller portions, lighter eating and a wish to ring the changes on familiar favourites herald greater use and experimentation with herbs and spices. There’s a desire for greater intensity of flavour. Street food, with its small flavoursome portions will also influence grazing and fast food. Many experts predict that South American food will be the next big thing, with a focus on Brazil, due to the 2014 World Cup and the 2016 Olympics. Brazil means sun, carnival and beautiful people. The food is healthy, fresh and simple. Together that provides a winning combination of guilt-free comfort food and sociability.
- Big, bold flavours and some Brazilian sunshineWhilst there’s a lot of concern about food prices, healthy eating and issues of accountability and sustainability , we still take a great deal of pleasure in our food and enjoy trying new things.Big, bold flavours are on the rise. Reduced salt levels, smaller portions, lighter eating and a wish to ring the changes on familiar favourites herald greater use and experimentation with herbs and spices. There’s a desire for greater intensity of flavour. Street food, with its small flavoursome portions will also influence grazing and fast food. Many experts predict that South American food will be the next big thing, with a focus on Brazil, due to the 2014 World Cup and the 2016 Olympics. Brazil means sun, carnival and beautiful people. The food is healthy, fresh and simple. Together that provides a winning combination of guilt-free comfort food and sociability.
- Newsbrands influence food choicesNational newspapers are instrumental in setting the national food agenda for millions of people every day. Nowadays newspapers are even more influential because they combine the firepower of print and the firepower of digital (blogs, tablet and web editions, communities of subscribers and social media interactions). Newspaper food editorial regularly appears in the fastest spreading stories on NewsWhip’s Life section. For example on January 27th 2013 stories included Jay Rayner’s Observer review of Outlaw’s Seafood & Grill restaurant and the Telegraph’s article ‘None of us can afford a poor diet’ in response to the Health Minister Anna Soubry’s assertion that poor people were more likely to be overweight because they ate ‘an abundance of bad food’. Every day at least 21.5 million people read newsbrands across print and digital formats. And every day readers will be exposed to news stories about food and health, recipes, videos, new product stories, inspiration from top chefs and food writers – and food advertising. People acknowledge this influence on their purchasing decisions, especially women, who are still the main shoppers and caterers in most households. YouGov research in January 2013 found that newspaper recipes and newspaper stories about food were considered more influential by women in the UK than retailer or brand advertising and government healthy eating campaigns.
- Our readers are really interested in foodSuccessful food brands create and nurture strong bonds with their users. But it is difficult to create emotional bonds or spark new understanding of what a brand offers where there is lack of interest. Communications need to be placed where people who are interested in food will see them. A more interested audience means that advertising is more efficient. That’s where newsbrands can really add value to a schedule.Our regular readers are highly involved with food. According to NRS, women newspaper readers are considerably more likely than the average woman to be interested in food, with Sunday paper and glossy supplement readers showing the highest interest levels. Similar patterns are seen for men, and for those who do most of the household shopping. It’s hardly surprising, given that there were nearly 7,000 pages of food and drink editorial in print newspapers last year – that’s more than 18 pages every day. And that excludes the many news stories about food and health.Newspaper supplement readers provide one of the largest groups of people interested in food – on an average weekend 16.6 million adults and 9.1 million women relax with top food writers, inspirational recipes from celebrated chefs, food news and restaurant reviews.
- Some of the top food writers tickling the tastebuds of newsbrand readers
- An interested and very large audienceDigital newsbrands have transformed people’s reading habits in recent years. Online, mobile and tablet editions have encouraged more and more people to read national newsbrands on a regular basis. NRS PADD data shows that print and online newspapers now reach 82% of adults and chief shoppers every month. And new readers, especially those under 35, are being added as uptake of tablets increases to almost 30% of adults. Our latest online YouGov tablets survey shows that 60% of 25-34 year old tablet owners think they will, or already do read more news via their tablets. And comScore shows that 18% of mobile owners who access the web via their provider visited newspaper sites – and this excludes Wi-Fi access. That’s 1.7 million more than BBC News and 3.5 million more than Twitter.Newsbrands are ideal for reaching women and those mainly responsible for the household shop. Every day, 10 million women and almost 15 million chief shoppers read print and/or online newspapers. And it’s estimated that tablet and mobile readership would increase these numbers by at least 10%.
- An interested and very large audienceNewspapers – in both print and digital formats – reach 6 million more women and 13.4 million more chief shoppers every week than women’s magazines’ print and digital platforms.
- Newsbrands work well with TVNewsbrands are a great companion to TV campaigns. TV provides powerful engagement with commercial TV viewers across all types of programme, while newsbrand editorial makes stronger connections with those most interested in food issues.Newspaper editorial works hand-in-hand with TV programmes. As part of their food coverage, they regularly cover high-profile TV cookery series, and run interviews and features with their stars. Many people who viewers engage with in TV food programmes write for the papers, including Celebrity Masterchef winner Nadia Sawalha in the Mirror, Jamie Oliver in the Daily Mail, YotamOttolenghi and Nigel Slater in the Guardian/Observer and Michel Roux Jr in The Daily Telegraph.Newsbrands are in a unique position to provide this context with consumers’ favourite TV food programmes because the BBC dominates audiences in this area: all ten of the most watched series in 2012 were BBC productions, such as Nigellissima, Masterchef and The Great British Bake Off.Newsbrands reach 43% of main shoppers every day (70% every week), while commercial TV cookery programmes reach 11% (38%).
- Digital newsbrand readers are big fans of food websitesThe digital newsbrand audience is increasing fast – and is highly active online when it comes to food.National newspaper sites attract 14 million visitors each month, up by more than 1.25 million in just a year, according to UKOM data.These readers are enthusiastic visitors to food retailers’ websites, according to comScore analysis, suggesting that newspaper websites are a great place for brands to drive increased interactions and influence purchase.This traffic is not just going to posh shops. Newsbrand readers are much more likely than the average internet user to visit takeaways, fast food sites and major discounters, including Aldi and Lidl.Readers are also heavily engaged with food community websites, over-indexing on BBC Good Food and recipe sharing sites. They also make up the lion’s share of many of the largest food and drink brand sites’ visitors, both at corporate level and for individual brand sites – for example 62% of Kellogg Company visitors are online newsbrand readers, as are 65% of MySpecialK.co.uk visitors.Online newspaper readers love the convenience of online shopping, but they are also hungry for information. They are 30% more likely than the average adult to say online shopping makes their lives easier, according to TGI Clickstream, but they are also 20% more likely to research products thoroughly before they buy them.Sources: UKOM Sept 2011-2012, TGI Clickstream 2012 Q3
- Digital newsbrand readers are big fans of food websitesOnline newspaper readers love the convenience of online shopping, but they are also hungry for information. They are 30% more likely than the average adult to say online shopping makes their lives easier, according to TGI Clickstream, but they are also 20% more likely to research products thoroughly before they buy them.TGI Clickstream 2012 Q3
- Mobile newsbrand readers love to shopThe advent of mobile platforms is transforming the way people shop – and that is bound to affect food brands in turn. Apps such as Shopsavvy and Quidco make it easy to check prices and discover nearby discounts. People can also consult recipes while shopping – including the many ideas on newsbrand apps and sites, which are typically accessed when people are out and about during the day. Mobile newsbrand readers are active internet shoppers: 82% of mobile internet newsbrand visitors go to a retail site on their phone; making them 80% more likely to do so than the average mobile internet user. They also over index on a wide variety of retail sites, including supermarkets.
- So there’s a growing opportunity to use newspaper mobile advertising to affect people’s food buying decisions while they are in shopping mode. And the good news is that both mobile and tablet newsbrand readers are more likely than the average adult to say they are likely to be influenced by brand advertising (both 19% vs 15%) according to online YouGov research in January 2013.
- Newsbrand readers spend more on foodWomen newspaper readers are high value shoppers. They spend more heavily on the weekly grocery shop than women TV viewers, radio listeners or magazine readers. TGI Net analysis shows that online newspaper readers are even more likely to be high spenders, with 37% spending more than £90 per week, compared with 33% of all adults.On average, the online newsbrand audience spends £77.90 on household goods, nearly 4% more than the total UK household average. In total, print and digital newsbrands cover 86% of the highest weekly grocery spenders (spending £90+ per week).
- They are highly influentialNewspaper readers have the potential to be your brand’s keenest ambassadors. They talk a lot about food to their friends and family and influence their decisions.TGI has created a ‘word of mouth’ analysis that seeks to identify individuals who are disproportionately influential through both the strength of their social circles and their knowledge of specific sectors.It looks at whether people have talked about products and to how many people, whether people are knowledgeable about the product and the extent to which they are likely to convince other people. The most important people are champions – those who are very knowledgeable, connect with lots of people, and are very likely to influence them. Newspaper readers are important to food brands for word-of-mouth. They are more knowledgeable, more connected and more influential than the average adult, and 12% more likely to be champions of your brand. So if you want to create buzz, newspapers are great catalysts for conversations. The most influential group for the food sector are quality newspaper readers, who are more than twice as likely as the average adult to be brand champions.
- Create awareness: spread the newsNewsbrands are great for telling people your food brand news. Readers are hungry for news of the latest brands, products, recipes, promotions or information – and more likely than most to pass food news on.Newspapers reach a huge audience, very fast: 96% of coverage is achieved in just one day. They convey a sense of urgency, importance and authority. It’s no accident that PR companies prioritise newspaper journalists and editors – a mention in a national newspaper can make a huge impact on awareness and sales.It’s particularly worth considering newsbrands for news that might get lost, or seem too prosaic, in a TV ad. Newsworks has conducted twelve major in-market effectiveness tests for food and drinks brands. The latest case study is a print-only test with KETTLE® Chips. Although already a well-known brand, spontaneous awareness of KETTLE® Chips increased by 9% points across the total sample. Among people who recognised the campaign, there was a significant shift of 12% points.
- For example, this delightful Kenco ad about using less glass was highly motivating and involving (55% of chief shoppers) when tested in our creative benchmarking research.Creative benchmarking analysed over 1,000 newspaper ads between 2010 and 2012 via Kantar Media. The Motivated/Involved score was assessed via 6 questions –Involved = Positive answer to 2 out of 3 of:- People like you would like this advert?- Would like to see the ad again some time?- Gives feeling that what was said about brand was worthwhile?Motivated = as well as being Involved, also positive answer to 2 out of 3 of:- Increased interest in using brand?- Improved opinion of brand? - Would mention points / impressions from ad in conversation?
- Change perceptions: create a new perspectiveFood brands often need to enhance or change people’s opinions. Communications seek to give people a fresh angle on anold favourite, overcome obstacles to purchase, or encourage a new way of thinking about the brand.Newsbrands modify people’s perceptions every day, providing new information and perspectivesand provoking reassessment. Readers are in the right mindset to take in new evidence.Newspaper advertising – especially in combination with TV – is very powerful at promptinga rethink. Our food effectiveness tests show that people seeing newspaper advertising as wellas TV are much more likely to reappraise the brand.
- Change perceptions: create a new agendaSome years ago, there was a type of advertising called ‘Corporate’. It was mainly aimed at the City and opinion leaders. Nowadays corporate policies influence everyone, and brands are under intense scrutiny. The odd ‘green’ credential is not enough. Sustainability is a major concern. Newsbrands provide a trusted and appropriate environment for public agenda advertising and communications initiatives. It’s possible to have a serious, considered ‘conversation’. It’s easier to make advertising feel less commercially driven, and therefore avoid triggering a cynical response. This trust extends into the digital environment. A recent test by the AOP showed that responses to advertising on a newsbrand (‘original content’) site were almost double those to the same ad on a social network or portal site. In creative benchmarking research, 60% agreed that Coca-Cola’s plant bottle ad ‘makes an important issue or cause more relevant to me’.
- Increase engagement: spread the loveFood is highly emotional. It affects our moods and relationships, our wellbeing and our self-esteem.Food brands need to create, and continually reinvest in, emotional bonds with their consumers. And one of the most potent ways of creating these emotional connections is advertising. Newsbrands are not dry and factual, they excite emotion and create extremely close bonds with their communities of readers. Reading is actively engaging and personally meaningful. As a result, newspaper ads invariably drive emotional brand responses. Newspapers can also trigger and build upon the emotions generated by a good TV ad. Effectiveness tests for food and drink brands that used newspapers alongside TV show that when people see advertising in both media the increase in brand involvement is two and a half times higher than for people who only saw the TV campaign.
- Topical and seasonal campaigns are a particularly good way to engage newspaper readers. They appreciate the nimble thinking and wit of tapping into today’s events and stories. It makes brands feel contemporary and relevant and it encourages word of mouth sharing.
- Stimulate salesNewspapers have always been recognised as a powerful action medium, and that’s still true in the multi-platform era. Print still drives store traffic – that’s why all the top 40 retail brands use it. And as we’ve seen, digital readers are active shoppers and high spenders. But it isn’t only deals and offers advertising that prompts sales. Brand advertising in newspapers is also effective at delivering a sales response, increasing penetration and driving trial. Newspapers drive an average sales increase of 7% while the campaign is running, according to dunnhumby analysis for Newsworks food and drink effectiveness tests. This is followed by a 6.6% increase in the 12 weeks after the campaign ends. Brands need to attract new and light users in order to increase sales and share, according to Byron Sharp and the researchers at the Ehrenberg-Bass Institute. Again, dunnhumby analysis shows that newspaper advertising is successful at attracting new buyers, with an average increase in brand penetration of 8.3% across food and drink cases.
- Visit our research centre at newsworks.org.uk to download the case study for Birds Eye’s Harry Ramsden partnership with the Mail.
- Newsbrands are budget efficientWe have looked at how and why newsbrands are an effective medium for food and drink advertisers. But it’s also important to look at cost-efficiency.Independent research from Ebiquity has shown that the average return on investment for newspaper advertising is around £1.40 for every £1.00 invested. The IPA Effectiveness Awards were set up to reward campaigns that demonstrate the payback of marketing communications.Of the 26 UK gold, silver and bronze winners in 2012, 19 used newspapers as part of their campaign. Newsworks has also worked with Millward Brown CrossMediaTM on a number of effectiveness case studies, to show how efficiently each medium builds key brand measures in a multi-media campaign. One of these case studies was a campaign for NESCAFÉ. This showed that newspapers were the most cost-efficient medium overall for brand building, followed by TV.Interestingly, newspapers were the most cost-effective for driving both consideration and brand involvement, which shows that appealing to the heart as well as the head is essential for successful newspaper advertising.