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

Yorkshire Tea – Greatest Tea Challenge

In the third year of Yorkshire Tea's campaign, a tie-up with The Telegraph aimed to develop an understanding of the Great Cricket Tea Challenge among tea drinkers and cricket fans.

As the official brew of the English Cricket Board and sponsors of the Test Match tea break, Yorkshire Tea is closely aligned with the sport. But they had a problem: main tea buyers don't follow cricket.

In 2013 the Great Cricket Tea Challenge was launched to find the best cricket tea in the land and interest main tea shoppers and cricket communities alike.

The campaign's initial use of TV delivered great reach but not the deeper understanding of Yorkshire Tea's involvement with cricket among its core audiences.

With data showing that Yorkshire Tea drinkers enjoy quality print, Goodstuff and Yorkshire Tea embarked on a partnership with The Telegraph, featuring Yorkshire Tea ambassador and Telegraph columnist Michael Vaughan.

The launch of the Great Cricket Tea Challenge included a Telegraph sport cover wrap, roadblocks across The Telegraph's site and scheduled tweets from @Telegraphsport, while The Telegraph's Gareth A. Davis promoted the competition on talkSPORT.

Follow up activity included profiles of the finalist's stories, a full match report of the winning team's match with the ex-England players and trivia-based 'Teabreak Teaser' ads which ran for every day of The Ashes in the Telegraph's sports pages.

Key findings

  • The campaign delivered impressive campaign awareness and recognition levels
  • Recall of the campaign among those exposed was in line with previous TV campaigns, and was higher among the core cricket audience

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