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 Masterbrand



























By partnering with Trinity Mirror and Bauer, Kellogg's increased people's awareness of its 'Buy a box-give a bowl' initiative and drove purchase intent.

With activity running across press and radio, key messaging focused on publicising the fact that Kellogg's donates a bowl of cereal to a breakfast club in the UK every time a box of it is bought, while a flagship event - 'London's Biggest Breakfast' - acted as an anchor for the activity.

Having identified an affinity with local news among Kellogg's target audience, the campaign encompassed national and regional titles across Trinity Mirror's newspaper portfolio, as well as seven different UK radio stations, where all creative was localised in order to be relevant to listeners.

'London's Biggest Breakfast' then brought together some of the most under-privileged schools in London to offer them a free breakfast, entertainment and the chance to meet London Mayor, Boris Johnson. A Trinity Mirror journalist and photographer covered the event, with a print advertorial appearing in the paper the next day. Activity culminated with a big 'thank you' piece in the newspaper and online, emphasising the difference everyday people can make by joining in with the initiative.

Results

  • All benchmarks were exceeded for print and digital in terms of CTRs and impressions, delivering added value of over 15% of the total outlay
  • 95% of people found the Kellogg's initiative to be a good cause with this translating through to 85% of people wanting to purchase a pack of Kellogg's cereal
  • The campaign increased purchase intent by 8% from those that had seen the activity to those that had not - a massive shift for an established brand like Kellogg's where consumer awareness is almost at 100%
  • 77% said that it inspired them to get involved with the 'Buy a box-give a bowl' initiative, an increase of 3%
  • 86% of people could see how the initiative benefited their local community, and 93% saw it as a generous donation by Kellogg's

Overall, the collaboration was a great success, helping raise nationwide awareness of the issue whilst also playing a key role in increasing the number of consumers wanting to get involved in the campaign to donate breakfasts to families in need.

Sally Bonser, UK & Ireland marketing manager, kids cereal, Kellogg's

Get in touch

Newsworks
120 Charing Cross Road
London
WC2H 0JR

Phone:
020 7839 8935

Email:
info@newsworks.org.uk

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