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

Walkers Market Deli range – The Great Food Journey

How Walkers formed a multi-platform partnership with The Telegraph to launch their new premium Market Deli range.

Walkers wanted to find a way of educating consumers about its new premium range of Market Deli potato, pita and tortilla chips. To achieve this, the brand ran a multi-media partnership with The Telegraph and Classic FM to inform consumers about its world-class ingredients, with stories of farmers, deli-owners and chefs from the regions it sources ingredients from.

Living in print, mobile, online, radio and on Walkers' own channels, the partnership underlined Market Deli's commitment to discovering the finest flavours through beautiful audio-visual content with the involvement of one of Britain's best chefs, Tom Aikens.

The campaign hit all of its digital KPIs, helping to drive awareness and action, as well as web visits and video views.

Key findings:

  • The campaign drove 45,000 unique users to the online hub and over 12,000 video views
  • 50% of Telegraph readers recalled seeing the campaign
  • People who recalled the campaign were 25% more likely to consider Market Deli
  • 51% of people who recalled the features read the campaign
  • 38% of either had or intended to buy a Market Deli product after seeing the campaign

Kettle chips


How newsbrands increased brand loyalty and sales for KETTLE® Chips

Burtons fish n chips

Burton's Fish 'n' Chips

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

Food advertising brochure

Food Advertising

An essential guide for advertisers and agencies

food and drink

Fast Fact

Newspapers reach 9.6 million people interested in food and drink every day

recipes influence food purchases

Fast Fact

34% of women say newspaper recipes influence their food purchasing



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