1. Littleover Apiary Honey and
The Daily Telegraph case study
Increasing sales and consideration among the ‘baby
boomer’ target
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2. Littleover Apiary and The Daily Telegraph
Case study
• This luxury honey brand had never before advertised and was
seeking something fresh that would appeal to their new
supermarket-based audience
• ‘Baby boomer’ print audience highly responsive to advertising –
despite myth that over 45’s are set in their ways, evidence shows
they are as open to new ideas and brand switching as younger
groups. And they have more disposable income to facilitate new
purchases
• Advertising in The Daily Telegraph increased sales by 13%, and
raised consideration by 50%