Food advertising

1. Foodadvertising 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

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 BristowVice 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 SlaminMarketing 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. ‘Shopping online makes my life easier’ ‘Product reviews have a major influence on my purchasing decisions’ ‘ I thoroughly research products before buying them’ Digital newsbrand readers are information hungry Index versus all adults 130 121 120 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 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 BlakeMarketing 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

35. Change perceptions: create a new perspective Source: : Newsworks food and drink effectiveness case studies

36. Change perceptions: create a new perspective Kraft tackled potential negative attitudes head-on with advertising and lots of PR coverage

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’.

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.

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

40. Increase engagement: spread the love Sources: KETTLE® Chips & Hovis effectiveness case studies, IPA Effectiveness Awards 2012

41. Increase engagement: make it topical Hovis Valentine’s day I Can’t Believe It’s Not Butter April fool

42. Stimulate sales Source: dunnhumby analysis of Tesco Clubcard data for Newsworks food and drink effectiveness case studies

43. Stimulate sales Newsbrands can fulfil a dual brand building and direct response role

44. Newsbrands are budget efficient

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+).

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.