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KETTLE® Chips: EffectivenessHow newspaper advertising stimulated a 20% increase in sales of KETTLE® Chips
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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.
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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
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KETTLE® ChipsCreative work
Newspaper creative
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ObjectiveEmphasise quality and authenticity in order to increase purchase by existing buyers and tempt back recently lapsed buyers
Communications strategyShowcase the fresh, quality ingredients in the KETTLE® Chips range and convey the hand-cooked, artisan nature of the chips.
Target AudienceAdults 35-65, ABC1
KETTLE® ChipsTest detail
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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
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KETTLE® ChipsResearch method and sample
1. dunnhumby sales analysis
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KETTLE® ChipsResearch method and sample
2. Millward Brown
Pre and post campaign tracking among 659 main shoppers who buy premium crisps nowadays
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“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 SlaminMarketing Director, KETTLE®
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The FindingsSales response
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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%
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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
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KETTLE® ChipsNewspapers encourage new buyers, lapsed buyers and loyal buyers
KETTLE® Chips frequency of purchase% increase
Source: dunnhumby analysis of Tesco Clubcard data
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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
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The FindingsBrand response
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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
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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
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KETTLE® ChipsNewspapers strengthen brand loyalty and buying intentions
KETTLE® Chips buying and future consideration% point change pre-post
Source:Millward Brown pre-post tracking
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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 NormKETTLE® Chips newspaper ads
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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
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The FindingsCreative response
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KETTLE® ChipsKETTLE® Chips ads capture attention and interest
KETTLE® Chips advertising% agree
Very eye-catching Definitely remember
advertising was forKETTLE® Chips
Stop and look ratherthan turn the page
89
Source:Millward Brown pre-post tracking
7279
56
69
49
KETTLE® Chips newspaper ads MB UK Norm
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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
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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