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

McCain – Nation's teatime

With a mission to bring back Britain's teatime as an occasion to savour, McCain wanted to position itself as a brand that would make 'good stuff' happen during these unappreciated moments.

Through a series of ads and native content, McCain set out to remind parents to celebrate family moments around the dinner table. The campaign's objectives were to drive reappraisal of the quick midweek teatime occasion amongst parents and create an association with McCain as a brand that would make 'good stuff' happen during this time.

The brand partnered with Trinity Mirror to drive awareness and encourage video submissions documenting teatimes across the country, which would then run in a TV ad break later that evening.

The immediacy and multiple touch points of newsbrands made it the perfect fit for the campaign, allowing PHD to ensure that content was seen early in the day for video uploads to be done before the daily teatime ad airing. Partnering with Trinity Mirror meant that the campaign had national scale as well as reach on a regional basis. Activity included a full page advertorial in print and digital-native content, plus digital directional and social activity across Trinity Mirror's entire portfolio of newsbrands.

In print and online, content featured presenter's Jenni Falconer and Jeff Brazier. A video housed in a native story was promoted editorially and through directional around Trinity Mirror's portfolio of websites, including the homepage. The story itself also featured a direct link to the McCain microsite. All of this increased awareness of McCain's campaign among the core family audience and drove video submissions of teatime moments to be used in the TV spot.

Key findings

  • The campaign delivered a 60% increase in perception scores that 'McCain brings people together at teatime'
  • There was an 11% uplift in purchase consideration among those who had seen the advertising
  • Mirror reader panel research showed that 47% agreed 'Teatime is when the good stuff happens' after seeing the McCain content

This campaign was executed through newsbrands with real depth and also, most importantly, actively engaged with what they were doing in other channels

David Fletcher, chief data officer, MEC

Award winners 2016

2016 Award winners

All the winning case studies from the Newsworks Planning Awards 2016

fmcg category 145

FMCG effectiveness

Adding print newsbrands to the media mix improves overall campaign revenue return on investment by a factor of 1.2

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