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

Costa Coffee – Costa, Metro and Magic partnership

A campaign with Metro and Magic FM set out to promote Costa as "the nation's favourite coffee shop" and create cultural relevance.

To own the concept of the 'Nation's Favourite' and earn the credibility of being culturally relevant, Costa and ZenithOptimedia wanted to look beyond coffee to the nation's other favourite things and needed to communicate via a trusted partner with frequency and scale.

Sponsoring Magic in the Morning and turbo-charging this with a Metro campaign delivered these elements, while making sure the messaging was present in the mornings when commuters were thinking of their morning coffee.

The whole campaign was centred on a weekly 'Nation's Favourite' head to head, where the public could vote on seven different topics, including what people preferred to do on the bank holidays and whether the new royal baby would be a girl or a boy. All campaign media drove to a bespoke Costa custom voting page.

Magic's editorial team held head to head debates daily to integrate the 'Nation's Favourite' messaging, while print ads amplified the concept further. To bring the voting to life, brand to hand Metro events were held across various major distribution points around the country, with regionalised print display making sure people were aware this was going on in their local area.

Key findings

  • 92,425 entries received from around the UK for the weekly head to heads can be attributed to media
  • 28% of the audience surveyed recalled seeing the campaign in a newspaper
  • Research showed that those that recalled the campaign had a clear understanding of the messaging and that it was well liked

We were very happy with our 'Nation's Favourite' campaign which did a fantastic job of engaging our audience across so many different touchpoints to flow from the Metro print and display so seamlessly in to all our other campaign elements such as radio, social and display.

Kirstey Elston, head of marketing, Costa Coffee

Get in touch

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020 7839 8935


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