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 – King of the Mornings

How Yorkshire Tea partnered with Metro to promote its sponsorship of the Tour de France and find London's ultimate cyclist.

As an official sponsor of the Tour de France, Yorkshire Tea wanted to celebrate the fact that the Grand Depart was taking place in Yorkshire for the first time.

The first half of the campaign involved a neat print ad called the 'King of the Mornings' – a nod to the competition's gruelling hill-climb stage, King of the Mountains – featuring a yawning tea drinker in the famous polka dot jersey.

The second half of the campaign built on this idea with a four day 'King of the Mornings' competition, which would challenge London commuters to prove they were the ultimate cyclist. Continuing the theme, Yorkshire Tea partnered with Metro, the morning paper, to raise awareness of Yorkshire Tea's sponsorship and encourage participation in the contest.

As well as ads in Metro informing commuters where they could take part in the competition, activity included Yorkshire Tea giving out free samples at train stations and taking over to celebrate those who had taken part in the 2km cycling challenge.

Key findings:

  • 300 people took part in Yorkshire Tea's 'Kings of the Mornings' competition
  • Over 100K samples of Yorkshire Tea were handed out over four days
  • Online engagement far exceed FMCG norms

ITV sport tour de france

ITV Sport - Tour de France

How a multi-platform partnership with the Guardian helped ITV4 to reach a record audience

knowledge about sport

Fast fact

Newsbrand readers are more knowledgeable about sport

health and fitness

Fast Fact

Newspapers reach 9.2m people interested in health & fitness every day


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