2. 2
Karine Chik
Marketing Manager,
Dairylea Lunchables
“National Newspapers played a key role in the re-launch of
Dairylea Lunchables. We wanted mums to take a fresh look at
the Lunchables range and understand it has improved
nutritionals and is a better sandwich alternative for kids than
before, whilst still being fun and convenient. By using several,
single-minded executions, the newspaper ads enabled us to
communicate the brand’s improved nutritional credentials.
The brand tracking indicates that the newspaper ads not only
communicated in their own right but also strengthened the
performance of the TV campaign, improving takeout of key
messages. Pleasingly there was also some evidence that the
newspaper campaign boosted sales, bringing in new trialists
during the campaign and for a short period afterwards..”
Dairylea Lunchables
The client’s view
3. 3
Newspapers drove 10.5% sales uplift during and
7.6% post campaign
Newspapers triggered 13.4% uplift in new customers
Adding newspapers delivered 3 times the increase in
buying
Brand involvement up 6% points with TV + NP
Adding newspapers significantly improved response
to the TV ad
Adding multiple newspaper executions increased
Call to Action by 175%, created 4 times the
emotional Brand Values and doubled Re-appraisal
Dairylea Lunchables
Headline results
4. 4
Dairylea Lunchables
Test Hypothesis: Newspapers are perfect partners to TV
TV and national newspapers are the perfect partnership
They are processed in different but complementary ways:
TV is more passive, newspapers involve active processing
Both media are heavily consumed in the evening
Media profiles are complementary
Together, the brand impact should be stronger than either
medium separately
6. 6
Dairylea Lunchables
Test detail
Media Plan
Feb Mar Apr May £m
Media
Target audience:
Female shoppers
with children aged
5-10
TV – 30 sec 1.1
Newspapers 1.3
Research Dates
Millward Brown
Pre-wave
Post wave
Research sample: Mums with children aged 5-12
Media Source: NMR/BARB/NRS
528
TVRs
Campaign objectives
To re-launch Dairylea Lunchables as the sandwich alternative that’s nutritionally
balanced and fun, by communicating that the range is wholegrain, contains calcium
and has no artificial colours.
450
GRPs
10. 10
Dairylea Lunchables
Three times the increase in buying by adding newspapers
Dairylea Lunchables Buying
Bought in last 12 months %
Pre to Post % points increase
59
52
47
66
57
45
Pre-wave Post-wave
+2 +5 +7
Pre-wave Post-wave Pre-wave Post-wave
TV solus Any NP TV + NP
11. 11
Dairylea Lunchables
Brand commitment increased
Brand Commitment
Likelihood to choose
Pre to Post % points increase – Top 2 Box%
4746
51
40
Pre-wave Post-wave
+6 +4
Pre-wave Post-wave
TV solus TV + NP
12. 12
Dairylea Lunchables
Stronger brand involvement with TV + newspapers
Brand Involvement
Someone I like
Pre to Post % points increase – Top 2 Box %
48
42
27
54
45
27
Pre-wave Post-wave
+0 +3 +6
Pre-wave Post-wave Pre-wave Post-wave
TV solus Any NP TV + NP
13. 13
Dairylea Lunchables
TV and newspaper combination shifts brand image
Brand Image
% endorsing Dairylea Lunchables
Pre to Post % points increase
Made from natural
ingredients
Good value
for money
A high quality
brand
0
3
13
66
0
TV solus TV + NP
15. 15
Dairylea Lunchables
Simple imagery, clear branding & vivid colour assist standout
Newspaper ads - % agreeing
Very eye-catching I’d stop and look at rather
than turn the page
80
61
42
95
MB UK NormDairylea Lunchables
16. 16
Dairylea Lunchables
Seeing newspaper ads makes TV ad more engaging
Pleasant
GentleIrritating
Soothing
Unpleasant
Disturbing
Millward Brown –
TV Involvement Diagnostics
Millward Brown Norm
(Base: 698 TV ads)
-+ Added effect of NP
+5 +15
Recognise TV only
Distinctive
Interesting
Weak
Ordinary
Boring
Involving
Recognise TV + NP
-15
17. 17
Dairylea Lunchables
Adding newspapers increases TV branding
Branding
Definitely remember ad was for Dairylea Lunchables
%
TV solus
69
90
76
70
TV + NP Any NP TV + NP
TV ad Newspaper Ads
+20 +7
18. 18
Dairylea Lunchables
Newspaper ads enhance TV ad take-out
TV Advertising
Strongly suggests
% answering Added effect
of NP
TV + NPTV solus
Contains calcium
Contains wholegrain
Contains no added
colourings or flavours
New and
improved range
55
32
-2
+4
+6
+17
Substantial enough to
replace sandwich +23
73
56
75
69
84
80
86
88
19. 19
Dairylea Lunchables
Multiple executions communicate powerfully
Newspaper Advertising
Strongly suggests
% answering
77
67
63
64
41
Contains calcium
Contains wholegrain
Contains no added
colourings or flavours
New and
improved range
Substantial enough to
replace sandwich
20. 20
Dairylea Lunchables
Newspaper ads strengthen TV performance
Response to TV ads
% agreeing
65
86
77
86
73
82
70
88
80
TV + NPTV solus
74
Contains calcium
Contains wholegrain
Contains no added
colourings or flavours
New and
improved range
Substantial enough to
replace sandwich
21. 21
Dairylea Lunchables
Newspapers provide strong call to action
Advertising measures – Call to action
Gives me a reason to go out and buy
Top Box % - agree strongly %
TV solus
38
TV + 1
NP ad
20
55
TV + 2 or 3
NP ads
22. 22
Dairylea Lunchables
Depth of information enhanced by media combination
Advertising measures – Depth of information
Gives me enough information to decide
Top Box - agree strongly %
TV solus
51
TV + 1
NP ad
40
65
TV + 2 or 3
NP ads
23. 23
Dairylea Lunchables
Re-appraisal doubled by adding newspapers
Advertising measures – Re-appraisal
Surprising and gets me to think differently
Top Box - agree strongly %
TV solus
43
TV + 1
NP ad
28
57
TV + 2 or 3
NP ads
24. 24
Dairylea Lunchables
Emotional engagement enhance by relevant editorial
Advertising measures – Brand Values
Helps me to connect and identify more strongly
Top Box - agree strongly %
TV solus
45
TV + 1
NP ad
14
55
TV + 2 or 3
NP ads
Editor's Notes
National newspapers made a significant contribution to the relaunch of DairyleaLunchables, driving sales through encouraging new trial and forcing re-appraisal. Newspapers drove a 10.5% incremental sales uplift for DairyleaLunchables during the campaign and a further 7.6% in the 10 weeks post campaignThe newspaper advertising successfully triggered trial of the new range, with a 13.4% uplift in new customersTV and newspapers in combination delivered an increase in buying three times higher than TV on its ownBoth newspapers solus and newspapers in combination with TV increased brand involvement, whereas with TV solus there was no changeAdding National Newspapers improved response to the TV ad, making it more engaging, significantly better branded, and enhancing communicationAdding multiple newspaper executions increased Call to Action by 175%, created 4 times the emotional brand connection and doubled brand Re-appraisal, compared with TV solus
TV and National Newspapers are the perfect partnership. They are processed in different but complementary ways: TV is more passive, whereas newspapers engage active processing. Both media are heavily consumed in the evening. Media profiles are complementary: newspapers compensate for the inherent weaknesses of commercial TV in London/South and among younger, more upmarket consumers. Together, the brand impact should be stronger than either medium separately.
The campaign consisted of TV plus 3 full page newspaper ads.
The research methodology used was pre-post tracking by Millward Brown among the same respondents (brand/category interest disguised at pre-stage), to measure changes among people seeing different media and account for any existing predispositions of any media group.
Newspapers alone powered a 10.5%* sales uplift for DairyleaLunchables, during the campaign, and a further 7.6% rise in the 10 week post period. Analysis by dunnhumby measured this newspaper effect as incremental to any increases due to TV and promotions.Sales analysis was conducted by dunnhumby using anonymisedClubcard data. Two samples were matched on a range of criteria – including demographics, frequency of shopping and spend in Tesco, sector buying patterns, brand buying patterns pre-test period. The only difference between the Control sample and the newspaper sample was that the Newspaper sample had bought a newspaper carrying the relevant ad in Tesco. Estimates are conservative, as Mums in the Control sample may have bought newspapers outside Tesco and been exposed to the ads.
A primary re-launch objective was to encourage new buyers to the new Lunchables range. National newspaper advertising successfully triggered trial of the new range, with a 13.4% uplift in new customers.
Millward Brown tracking also showed that the combination of TV and Newspapers increased buying by 7% points – more than 3 times the increase generated by TV solus.
Likelihood to choose DairyleaLunchables at the next buying occasion increased by 4% points among recognisers of both TV and newspaper ads. TV solus recognisers, who were a lot less likely to purchase pre-campaign, added 6% points in brand commitment.
TV and newspapers in combination worked hard to improve an already strong emotional connection between mums and the DairyleaLunchables brand. TV solusrecognisers were much less strongly attached and TV advertising alone did not affect involvement.
Brand image is often difficult to shift, particularly when attitudes are entrenched and a brand has suffered adverse publicity. For the re-launch of DairyleaLunchables, with improved nutritional credentials, the greatest shifts in brand image were attained by TV and newspapers in combination.
TV creative was enjoyed by recognisers, however recognition was below norm. By contrast, newspaper executions achieved double the print recognition norm.
Millward Brown’s involvement diagnosis ‘wheel’ shows how actively engaging ads are perceived to be by consumers. The preferred territory for most ads is the top of the wheel, where descriptors are both active and positive. The worst position for standout and involvement is the passive negative area at the bottom of the wheel. The grey shaded area represents the norm for TV ads (Newspaper ads have only been measured on this scale this year so no norms are yet available). The newspaper ads for DairyleaLunchables were equally as engaging as the TV ad. Moreover, mums who saw the newspaper campaign found the TV ad much more involving and interesting than mums who only saw the TV ad.
Similarly, TV communication was significantly improved if people had also seen the newspaper ads. In particular, seeing newspaper ads alerted people to the implicit nutritional message inherent in oat-based cereal.