Case studies

The case studies showcase the best examples of newsbrand advertising across print and digital. Each case study shows 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

Sainsbury's – Mum's the word



























How Sainsbury’s and PHD used newsbrands strategically to remind families to make mum a treat on Mother's Day.

According to Sainsbury's research conducted by NetMums, 80% of mums spend a substantial proportion of Mother’s Day cooking and washing up, while only 9% have ever had a meal cooked for them by a family member on the day. Not only this, but most Mums consider their Mother's Day to be over by 10.22am. These insights didn't just lead the media strategy for Sainsbury's Mother's Day campaign, but actually influenced what products were featured.

A recipe encouraging dads and kids to put a little twist on normal pancakes was 'hidden' within predominantly male environments in the Friday and Saturday newspapers prior to Mother's Day. Breakfast and brunch were focused on so that Sainsbury's could make a difference while mums were still feeling special. A cross platform newsbrand presence amplified the message for maximum impact.

The campaign successfully managed to minimise mums' exposure to the campaign and, more importantly, inspired dads and kids to cook pancakes with a twist.

The judges' decision on this entry was absolutely unanimous. It was a case that we all thought was really clever


Jude Bridge, executive director of marketing, fundraising & public affairs, Marie Curie Cancer Care

Award winners 2016

2016 Award winners

All the winning case studies from the Newsworks Planning Awards 2016

Retail category

Retail effectiveness

Adding print newsbrands to the media mix improves overall campaign revenue return on investment by a factor of 2.8

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