Multi-platform research

Insight and analysis into the roles of multi-platform newsbrands in delivering effective advertising.

Waitrose – Activating newsbrands

With the UK grocery sector becoming increasingly competitive, Waitrose invested in core titles to ensure higher SOV and strengthen the relationship with their target audience.

Throughout 2015 MGOMD assessed Waitrose's newsbrand performance and audience behaviour in order to optimise activity for 2016. As a result, a unique strategy of investment in core titles was formulated, which was adapted according to each campaign. As part of this, MGOMD worked closely with creative agency adam&eveDDB to create bespoke creative per newsbrand platform.

Activity included seasonal branding for where dominant and disruptive formats showcased the high quality food, creating excitement and anticipation. Additionally, ownership of core newsbrand titles in 2016 enabled Waitrose to educate, inform and tell a richer story of how its loyalty programme can save customers money. Newbrands were critical to this in order to showcase the range and deliver the engagement readers needed to understand the scheme.

During the course of the year, newsbrands were also used to communicate provenance in a relevant foodie context, drive weekly offers with immediate call to actions and deliver native content via a tie-up with The Telegraph to tell Waitrose's summer story.

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