Unilever's partnership with Trinity Mirror highlighted the brand during the Patron's Lunch, promoting community involvement through a localized pull-out featuring tips and recipes for hosting street parties. The campaign successfully connected Unilever to the event, driving significant engagement and brand association, particularly among the target demographic of 'modal mums.' Results showed high recall of the campaign, with over 2000 competition entries and strong approval ratings from readers.

1. The Patron's Lunch Partnership with Trinity Mirror
Summary
Unilever’s
partnership
with
the
Trinity
Mirror
placed
Unilever
at
the
heart
of
The
Patron’s
Lunch
celebrations,
highlighting
the
brand’s
heritage
and
vision
for
a
“Bright
Future”.
Unilever
encouraged
and
inspired
communities
to
get
involved
through
a
4
page
pull-­‐out
providing
tips,
tricks
and
recipes
on
how
to
host
the
ultimate
local
street
party.
Utilizing
Trinity
Mirrors
national
and
regional
titles,
areas
of
the
pull-­‐out
were
hyper-­‐localised.
The
feature
and
supporting
content
weaved
in
Unilever
brands
and
sustainability
messaging.
Results
showed
readers
were
inspired
and
wanted
to
get
involved
in
the
celebrations,
whilst
reinforcing
Unilever’s
association
with
The
Patron’s
lunch.
ENTRY
Background and objectives
We
were
tasked
to
promote
and
celebrate
Unilever’s
sponsorship
of
the
Patron’s
Lunch,
an
event
which
not
only
honors
the
Queen’s
un-­‐relenting
support
to
over
600
charities,
but
also
inspires
communities
across
the
nation
to
do
the
same.
Our
goal
was
to
place
Unilever
and
its
brands
at
the
heart
of
the
celebrations,
reflecting
their
historical
vision
for
a
“Bright
Future”
and
communicating
their
future-­‐facing
sustainable
initiatives.
Our
task
broke
down
into
two
key
deliverables:
1) Driving
awareness
of
Unilever’s
heritage
and
association
with
The
Patrons
Lunch
by
giving
away
10
pairs
of
tickets
to
the
event
2) Inspiring
the
nation
to
mark
the
occasion
by
throwing
the
perfect
sustainable
street
party
aided
by
Unilever
brands,
while
leaving
a
positive
legacy
linking
to
their
“Bright
Future”
message.
Our
job
to
leverage
press
partnerships
and
execute
a
media
plan
which
helped
Unilever
drive
home
its
message
and
support
the
Patron’s
Lunch.
Insight
The
aim
was
to
inspire
the
whole
nation,
and
a
key
vessel
for
to
drive
excitement
would
be
through
targeting
housewives
with
children.

2. Working
with
Trinity
Mirror,
utilizing
their
audience
insight,
we
developed
a
profile
for
the
target
demographic,
which
we
named
Modal
Mums.
Insight
revealed
Modal
Mums
love
a
celebration,
and
national
events
are
an
excellent
excuse
to
leverage
this
affection.
Further
audience
research
showed
us
that
when
it
comes
to
sustainability,
Modal
Mums
want
to
do
better
but
don’t
know
where
to
start.
This
insight
was
the
springboard
for
Unilever
to
begin
communicating
with
this
key
demographic
in
the
lead
up
to
The
Patron’s
Lunch;
inspiring
and
educating
our
Modal
Mums
around
sustainability
and
Unilever
brands.
The plan
To
give
Unilever
the
biggest
reach
possible,
and
achieve
our
campaign
targets
for
awareness,
we
wanted
to
communicate
to
Modal
mums
on
a
regional
and
national
level
through
the
creation
of
bespoke
and
regionally
relevant
content.
As
a
result
we
partnered
with
Trinity
Mirror,
given
their
extensive
roster
of
news
publications.
Each
piece
of
bespoke
content
would
aim
to
inspire
our
target
audience
to
throw
their
own
local
street
party
and
encourage
communities
to
create
their
own
“Street
Legacy”
in
a
sustainable
way.
This
communication
also
aimed
to
educate
readers
about
Unilever’s
Bright
Future
message
and
historical
commitment
to
sustainable
living.
Ultimately
while
we
wanted
our
Modal
Mums
to
throw
the
best
and
most
environmentally
responsible
street
party
using
Unilever
brands,
the
challenge
was
to
communicate
this
in
a
fun
and
exciting
way,
encouraging
readers
to
actually
want
get
involved
in
the
celebrations.
To
launch
the
campaign
we
ran
bespoke
creatives
for
this
campaign
across
the
front
pages
of
The
Mirror
and
Sunday
Mirror
to
promote
Unilever’s
ticket
competition
and
association
with
The
Patrons
Lunch,
along
with
pre-­‐promotions
and
supporting
features.
To
further
engage
our
Modal
Mums
as
well
as
aiming
to
inspire
the
nation,
we
ran
activity
across
print
and
digital,
providing
tips,
tricks
and
recipes
to
host
the
ultimate
street
party
whilst
placing
Unilever
products
at
the
communication’s
heart,
ensuring
to
weave
Unilever’s
sustainability
message
into
the
fabric
of
the
campaign.
To
further
offer
something
fun
and
fully
engaging
we
created
an
“Ultimate
Street
Party”
four
page
pull-­‐
out
guide
in
Trinity
Mirror’s
flagship
national
and
regional
titles.
Dependent
on
the
region
the
back
page
was
hyper-­‐localised
to
enable
the
content
to
feel
more
personal
and
inspirational
to
local
communities.
This
was
supported
by
content-­‐led
columns,
advertorials,
recipe
guides
and
digital
native
content.
Results
We
surveyed
180
Mirror
readers
via
Mouthpiece,
Trinity
Mirrors
in-­‐house
reader
panel.
Readers
were
asked
for
their
thoughts
on
draft
copy
of
the
4
page
Patron’s
lunch
(Queen’s
Birthday)
feature,
appearing
in
the
Mirror
on
13th
May
2016.
The
results
were
as
follows:
48%
recalled
seeing
the
ad
on
the
day
it
was
published.

3. 72%
knew
the
feature
was
by
Unilever
48%
plan
to
follow
a
recipe
from
the
feature
Brand
Association:
The
panel
which
brands
do
you
associate
with
The
Queen’s
90th
Birthday
celebration,
The
Patron’s
Lunch?
Brands
that
readers
associate
with
the
Patron’s
lunch
–
Unilever
had
the
highest
association
(52%)
alongside
PG
Tips
and
Colman’s,
with
Pimms,
another
official
sponsor
of
The
Patron’s
Lunch
with
28%
brand
association
with
the
event.
Over
2,000
competition
entries
Over
delivery
of
Page
views
by
665%
4.76%
CTR
(3%
benchmark)
86%
approval
of
4
page
supplement
Within
the
research
conducted
on
the
4
page
supplement
the
questions
“What
do
you
think
about
this
ad/content?”
was
asked.
The
answer
options
were
-­‐
Loved,
liked,
didn't
like
or
hated.
12%
said
they
loved
it
and
74%
said
they
liked
it,
which
gives
us
an
86%
approval
rate.
Overall
these
results
clearly
show
we
reinforced
Unilever’s
brand
association
with
The
Patron’s
Lunch,
with
72%
of
respondents
identifying
the
Unilever
brand.
One
of
our
key
deliverables
was
to
drive
Unilever
association
with
this
significant
event
and
Unilever
brands
clearly
dominated
street
parties
thrown
in
honour
of
The
Patron’s
Lunch.
In
addition
people
planned
to
follow
Unilever
recipes
and
use
Unilever
brands,
clearly
demonstrating
a
link
between
the
campaigns
and
inspiring
people
to
action
around
The
Patron’s
Lunch
in
association
with
Unilever.
Client view
“We
loved
being
able
to
get
into
the
heart
of
communities
through
the
Big
Local
network
and
worked
closely
with
the
Trinity
Mirror
team
to
hyper-­‐localise
content.
We
smashed
the
campaign
metrics
on
reach
and
saw
excellent
performance
in
terms
of
engagement
and
key
message
delivery.
The
Trinity
Mirror
model
of
national
+
Big
Local
is
a
very
exciting
one
–
both
in
press
and
online
–
with
loads
of
potential
for
Unilever
moving
forward.
A
partnership
fit
for
a
queen.”
–
Anna
Owen,
Unilever
Marketing
Manager