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Warburtons
March 2011
Key Campaign information
Environment/Panels
150 HD Rail 48
Sheets in
London and
South East

Other Media

Key Campaign Obje...
Campaign doubled brand awareness

PRE

POST

Hovis

52%

51%

Kingsmill

24%

18%

Warburtons

8%

16%

Source: Opinium Re...
Advertising stood out amongst rivals post
campaign

PRE

POST

Hovis

49%

Warburtons

47%

Kingsmill

45%

Hovis

41%

Wa...
Rail was key at driving this increase in
advertising awareness

100% growth

Source: Opinium Research
Q3b. Where in partic...
Posters were key at driving the family message
All

TV
Aware

Poster
Aware

71%

85%

93%

Source: Opinium Research
Q2. Wh...
Posters driving word of mouth
Word of Mouth
Poster aware were the most
likely to recommend

6.19

7.29

6.29
5.78

Pre

Po...
Warburtons summary
Warburtons summary
Warburtons summary
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Warburtons summary

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  • Where in particular have you seen or heard Warburtons advertising recently?
  • Transcript of "Warburtons summary"

    1. 1. Warburtons March 2011
    2. 2. Key Campaign information Environment/Panels 150 HD Rail 48 Sheets in London and South East Other Media Key Campaign Objective Increase brand awareness in the South and build awareness of the family values of the Warburtons brand Other Information Respondents all to be rail commuters who work in London and live in London/South East
    3. 3. Campaign doubled brand awareness PRE POST Hovis 52% 51% Kingsmill 24% 18% Warburtons 8% 16% Source: Opinium Research Q1. We would like you to name all of the bread brands that you can think of, first mention Pre301, Post 300
    4. 4. Advertising stood out amongst rivals post campaign PRE POST Hovis 49% Warburtons 47% Kingsmill 45% Hovis 41% Warburtons 43% Kingsmill 40% Source: Opinium Research Q3. Which of the following brands have you seen or heard advertising for recently?
    5. 5. Rail was key at driving this increase in advertising awareness 100% growth Source: Opinium Research Q3b. Where in particular have you seen or heard Warburtons advertising recently?
    6. 6. Posters were key at driving the family message All TV Aware Poster Aware 71% 85% 93% Source: Opinium Research Q2. Which of the following brands of bread would you describe as family orientated? Post stage
    7. 7. Posters driving word of mouth Word of Mouth Poster aware were the most likely to recommend 6.19 7.29 6.29 5.78 Pre Post Poster Aware Source: Opinium Research Q5 How likely is it that you would recommend Warburtons to friends or family? Please provide your answer on the below scale of 0-10 where 0 is not at all likely and 10 is extremely likely Not aware
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