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Newspapers drive sales for Food brands

Newspapers drive sales for Food brands. Oct 2009. Newspapers drive sales for food brands . Over 4 years - 8 major FMCG brands, 11 campaigns. “…there was clear evidence that newspapers delivered incremental sales on top of TV and promotions.”. Jon Goldstone

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Newspapers drive sales for Food brands

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  1. Newspapers drive sales for Food brands Oct 2009

  2. Newspapers drive sales for food brands Over 4 years - 8 major FMCG brands, 11 campaigns

  3. “…there was clear evidence that newspapers delivered incremental sales on top of TV and promotions.” Jon Goldstone Vice President of MarketingWalkers (now Premier Foods) “Fundamentally (and importantly!) the ads helped shift boxes of cereal…” Phil TomsProduct Group ManagerShredded Wheat. “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 ChikMarketing ManagerDairylea Lunchables

  4. dunnhumby Tesco Clubcard data

  5. Adding newspapers produces 5.7% immediate sales increase Source: dunnhumby, based on 8 Food brands

  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

  7. 7.3% relative increase in brand penetration Source: dunnhumby, based on 7 food brands

  8. 8.1% higher sales at 3OTS during campaign Source: dunnhumby, based on 4 food brands

  9. TNSWorldpanel data TNS Worldpanel data

  10. Kraft Philadelphia: TV + Newspapers drives sales uplift Apr – May 2006 Mar – Apr 2007 Aug – Sep 2007 £ TV + NP uplift indexedvs 2006 +26% +18.5% +16% 112 100 97 Newspaper deliveryTV delivery Source: TNSWorldpanel; 28 day sales effect

  11. 14% 43% 35% 48% 75% 92% 13% 61% 49% 52% 25% 8% Apr/May 2006 Mar/Apr 2007 Aug/Sep 2007 Newspaper advertising influences up to 92% of sales uplift NP Solus TV + NP TV Solus Incremental Philadelphia sales due to advertising, by media exposure 28 day sales effect Source: TNS Worldpanel

  12. Kraft Philadelphia: Newspapers solus drive 43% of extra sales NP Spend Index vs 2006 100 Apr/May 2006 32 Mar/Apr 2007 34 Aug/Sep 2007 NP solus share of total incremental sales 28 day sales effect Source: TNSWorldpanel

  13. Kraft Philadelphia: Newspapers deliver full price sales TV solus Newspaper solus Normal Price On promotion (TV) Normal Price On promotion (NP) Incremental Sales - % normal price vs on promotion Source: TNSWorldpanel

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