Case studies

These case studies showcase the best examples of advertising across print and digital newsbrands. 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: develop consumer understanding of a brand and its purpose

Fame & stature: create the sense of brand momentum

Prompt action: cause consumer action, directly or indirectly impacting sales

KFC - The Great Chicken Crisis

A major supply chain issue forced KFC to temporarily close hundreds of stores around the country earlier this year, equating to £1 million loss of revenue per day. The story quickly became front page news with global news outlets picking up on the chicken crisis.

In a bid to take control of the situation and demonstrate humility and humour, KFC used newsbrands to say “we’re sorry”. Newspapers were able to deliver a timely and powerful message to a large-scale audience in a trustworthy environment, while encouraging conversation and generating a positive sentiment.

With a simple, clever play on letters, the brand made a bold and honest apology directly to their customers, using cheeky humour that reinforced KFC’s brand values. Having averted a crisis, the brand was praised for facing up to the issue, with 733 articles dedicated to KFC ‘FCK’. The reaction was overwhelmingly positive and KFC enjoyed a marked increase in its trustworthy measure following the campaign.

With so much going on in the world, it’s inevitable that we’d struggle to pick just one winner for the best topical campaign. The two winners approached news in very different ways, showing us the breadth of opportunity that newsbrands offer.

Jordi Connor, strategic planning director, Carat


2018 Award winners

All the winning case studies from the Newsworks Planning Awards 2018

Planning Hub

Planning Hub

Latest insight and guidance to plan your newsbrand advertising campaign

Newsbrand effectiveness

Newsbrand effectiveness

Catch up on all the research from Newsworks' annual Effectiveness Summit

Get in touch

120 Charing Cross Road

020 7839 8935


Keep up to date

Please take a minute to answer a few questions on our new website. The feedback you provide will help us make the website easier for you to navigate and ensure you can find the content you’re after. In addition, we’ll enter you in to a prize draw for a £100 Amazon voucher*.

Take Survey Not now Never