This booklet draws together new research from YouGov on consumer attitudes to food and shopping, key insights into the newsbrand audience, and evidence from Newsworks effectiveness studies. Our aim is to help food brands communicate with their readers most effectively.
Part 1 – Food: a hot topic for the nation
Key consumer trends and new research showing how consumers are responding. Topics include the impact of rising prices and the search for value; the re-emergence of traditional values and the return to British cooking; provenance and sustainability, and the importance of information.
Part 2 – Food and the newsbrand audience
Newsbrands reach over 40 million readers every month, who are high food spenders, highly interested and influential and more active shoppers online and via mobile.
Part 3 – Roles for food communications in newsbrands
This section showcases examples and evidence of newsbrand advertising creating awareness, changing perceptions, increasing engagement and stimulating sales – all with proven budget efficiency.