Case studies

These advertising case studies showcase the best examples of newsbrand advertising across print and digital. Each campaign below demonstrates how newsbrands were used to deliver one of six communication roles:

Address an issue: focus on a specific issue or event

Build trust: consolidate or develop a brand's reputation

Change minds: change consumer opinion of a brand

Education & understanding: consolidate or develop a brand's reputation

Fame & stature: create the sense of brand momentum

Prompt action: cause consumer action, directly or indirectly impacting sales

Kellogg’s – Give a Child a Breakfast



























How Kellogg's launched a cross-title multi-media partnership with Trinity Mirror for its 'Give a Child a Breakfast' initiative.

Kellogg's launched a call to arms against childhood poverty with its 'Give a Child a Breakfast' campaign, donating two million breakfasts to less fortunate children in the UK; Kellogg's biggest CSR initiative.

Carat devised a partnership that ran across a range of Trinity Mirror's titles and platforms – both national and regional – to deliver a local, credible, campaigning rally cry against child hunger and raise awareness of Kellogg's Breakfast Clubs.

The eight-week partnership involved a mixture of advertorials and editorials, with articles from trusted journalists helping to underline the credentials of the campaign. Overall, Kellogg's more than met its objectives and the brand registered positive changes in perception among the readership of Trinity Mirror titles.

Key findings:

  • Awareness of the initiative among readers rose by +220% (from 20% to 64%)
  • There was a 50% increase in 'think more positively' about Kellogg's and 40% would consider purchasing as a result
  • 'Kellogg’s makes contributions to social / community programmes' - responses moved from 31% to 49% (+58%)
  • Press activity drove 5,854 social interactions, which was +134% above the target
  • Overall, two million breakfasts were donated

Kelloggs optivita

Kellogg's Optivita

How Kellogg's used newspapers to launch its new Optivita cereal

Bitesize shredded wheat

Bitesize Shredded Wheat

How newspapers delivered a new perspective on a cereal brand

Food advertising brochure

Food advertising

An essential guide for advertisers and agencies

Age UK Spread the warmth

Age UK - Spread the Warmth

How Age UK partnered with The Telegraph to raise awareness of how the cold can affect the elderly

 

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