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

Waitrose - Christmas 2014

With competition growing and market share shrinking, 2014 saw Waitrose harness the power of print to increase dominance and stand out in a cluttered market.

Christmas is a time when Waitrose thrive on their communications, aiming to take-over the market and dominate share against their competitors.

In 2014 the supermarket adopted a new brand approach by using print as the lead campaign medium for the first time, taking full advantage of the engagement and attention of newspapers.

With the aim of showcasing the Christmas range, creating conversation and driving fame, panoramic ads ran in both The Sunday Times and Sunday Telegraph – reaching Waitrose's target audience at the right time and delivering scale.


Post-analysis research conducted by The Telegraph through their reader panel revealed that:

  • 60% of consumers recalled seeing the ad, against a Telegraph benchmark of 40%
  • 82% of the panel agreed the insertion caught their attention
  • 55% opened the ad to look at it in full and 44% read all of the information within it
  • 58% recalled that Waitrose was the brand associated with the campaign
  • 55% agreed that it made them want to buy one or more of the products and overall 57% of respondents had done, or intended to take action after seeing the campaign

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