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

Burton's Fish 'n' Chips – Back with a Bang

How Burton's Fish 'n' Chips partnered with The Sun to relaunch the savoury snack.

Burton's Fish 'n' Chips won a vote in The Sun newspaper for the top 1980s snack that readers would most like to see back in shops.

Burton's Biscuits heeded the public's demand and the tangy, savoury snack was relaunched. Burton partnered with The Sun to announce the news to the world and get bags in hands.

A week-long print partnership was backed-up by online content, videos and interviews with 1980s celebrities and opportunities to win prizes. Burton's also collaborated with The Sun's editorial team to reach into relevant conversations happening across social media.

Since the relaunch back in January 2014, sales of Fish 'n' Chips have already hit more than £7 million, a staggeringly successful outcome. 

Key findings

  • Burton's Fish 'n' Chips became the number one selling snack in the savoury convenient category in ASDA and Tesco
  • The brand has grown its presence in a huge variety of places, with distribution in petrol forecourts, train stations and pubs and clubs
  • Research from The Sun found 138% increase in ad awareness
  • Burton's also enjoyed a 125% increase in brand awareness among Sun reader

[UM's] close relationship with The Sun enabled us to leverage every part of The Sun newsbrand - from print, to social, to web. The exceptional sales figures we've had since the relaunch speak for themselves.

Mandy Bobrowski, head of savoury, Burton's Biscuits

Get in touch

120 Charing Cross Road

020 7839 8935


Keep up to date

Please take a minute to answer a few questions on our new website. The feedback you provide will help us make the website easier for you to navigate and ensure you can find the content you’re after. In addition, we’ll enter you in to a prize draw for a £100 Amazon voucher*.

Take Survey Not now Never