1
Newspapers drive sales for Food brandsOct 2009
Newspapers drive sales for food brands
Over 4 years - 8 major FMCG brands, 11 campaigns
“Fundamentally (and importantly!) the ads helped shift boxes of cereal…”
Phil TomsProduct Group ManagerShredded Wheat.
“…there was clear evidence that newspapers delivered incremental sales
on top of TV and promotions.”Jon GoldstoneVice President of MarketingWalkers (now Premier Foods)
“Results across two years show that newspapers …deliver a significant return
on advertising investment.”Sam MitchellMarketing ManagerPhiladelphia.
“… the newspaper campaign boosted sales, bringing in new trialists during the
campaign and for a short period afterwards .”Karine Chik
Marketing ManagerDairylea Lunchables
dunnhumby Tesco Clubcard data
Averag
e
Muller
Shredd
ed W
heat
1Hov
is
Walk
ers Sen
sations
Shredd
ed W
heat
2
BS Shredd
ed W
heat
Oats &
More
Dairyle
a Lun
chab
les
5.6625
1.7
3.9 4.2 4.7 5.1
6.98.3
10.5
Adding newspapers produces 5.7% immediate sales increase
Source: dunnhumby, based on 8 Food brands
Averag
e
Muller
Shredd
ed W
heat
1
Hovis*
Shredd
ed W
heat
2
BS Shredd
ed W
heat
Dairyle
a Lun
chab
les
5.3
3.03.5 3.9
5.1
8.47.6
Newspapers sustain sales increases % sales increase driven by newspapers - 12 weeks post campaign
Source: dunnhumby, based on 6 food brands * Hovis only measured 6 weeks post campaign
Averag
e
Shredd
ed W
heat
1Hov
is
Walk
ers Sen
sation
s
Shredd
ed W
heat
2
BS Shredd
ed W
heat
Oats &
More
Dairyle
a Lun
chab
les
7.3
16.2
6.7
1.3
6.14.7
6.1
10
7.3% relative increase in brand penetration
Source: dunnhumby, based on 7 food brands
Averag
e
Muller
Hovis
Shredd
ed W
heat
2
BS Shredd
ed W
heat
8.056.9
5.7
8.6
11
8.1% higher sales at 3OTS during campaign
Source: dunnhumby, based on 4 food brands
TNS Worldpanel dataTNS Worldpanel data
Series1
Kraft Philadelphia: TV + Newspapers drives sales uplift
63 x full page370 GRPs
30 x half page219 GRPs
24 x half page239 TVRs
281 TVRs30,20,10 secs.
305 TVRs30,10 secs.
427 TVRs30,10 secs.
+26%
+18.5%+16%
Apr – May 2006
Mar – Apr 2007
Aug – Sep 2007
100
97
£ TV + NP uplift indexedvs 2006
112
Source: TNS Worldpanel; 28 day sales effect
Newspaper delivery TV delivery
Newspaper advertising influences up to 92% of sales uplift
Incremental Philadelphia sales due to advertising, by media exposure28 day sales effect
Source: TNS Worldpanel
75%48%
92%
Apr/May 2006
14%
61%
25%
35%
13%
52%
43%
49%
8%
Mar/Apr 2007 Aug/Sep 2007
TV + NP
NP Solus
TV Solus
Kraft Philadelphia: Newspapers solus drive 43% of extra sales
Series1
43
35
14
Source: TNS Worldpanel
NP solus share of total incremental sales28 day sales effect
Apr/May 2006
Mar/Apr 2007
Aug/Sep 2007
NP Spend Index vs 2006
100
32
34
Kraft Philadelphia: Newspapers deliver full price sales
Incremental Sales - % normal price vs on promotion
Mar/Apr 2006 Apr/May 2007 Aug/Sep 2007 Mar/Apr 2007 Apr/May 2007 Aug/Sep 2007
68
4
66
3826
32
96
34
6274
100
Newspaper solus TV solus
Source: TNS Worldpanel
Normal Price On promotion (NP) Normal Price On promotion (TV)