To persuade mums to reconsider their attitudes to Dairylea Lunchables. Newspapers alone drove 10.5% incremental sales uplift during the campaign, and a further 7.6% increase in the following 10 weeks;
- Newspapers triggered trial, with a 13.4% uplift in new customers;
- TV plus newspapers delivered 3 times the increase in buying of TV solus;
- TV plus newspapers raised brand involvement by 6% points (no change for TV solus);
- Seeing multiple newspapers ads doubled re-appraisal versus TV solus
Adding National Newspapers made the TV ad work harder
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Newspapers, with their daily ability to surprise and inform, provided a salient context for persuading mums to reconsider their attitudes to Dairylea Lunchables. Newspapers also compensated for the inherent weakness of commercial TV in London/South and among younger, more upmarket consumers.
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