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

Unilever – The Patron's Lunch

Unilever teamed up with Trinity Mirror to encourage communities to join in The Patron's Lunch celebrations, with a four-page pull out providing tips, tricks and recipes on how to host the ultimate local street party.

With a target demographic of 'Modal Mums', the plan was to utilise Trinity Mirror's national and regional titles to gain greater reach and encourage readers to get involved with their communities via localised content. The campaign's objectives were two-fold: driving awareness of Unilever's heritage and association with The Patron's Lunch by giving away 10 pairs of tickets to the event and inspiring the nation to mark occasion by throwing the perfect sustainable street party aided by Unilever brands - leaving a positive legacy linking to their 'Bright Future' message.

Activity ran across the front pages of The Mirror and Sunday Mirror promoting Unilever's ticket competition along with pre-promotions and supporting features. There was also a four-page pull-out guide in Trinity Mirror's flagship national and regional titles. Content-led columns, advertorials and digital native content enabled content to be hyper-localised with a more personal feel.  


A survey conducted on what Mirror readers thought of draft copy of The Patron's Lunch pull-out found:

  • 48% recalled seeing the ad on the day it was published
  • Over 70% knew the feature was by Unilever
  • 48% planned to follow a recipe from the feature

Additional results included:

  • Over 2,000 competition entries
  • An over delivery of page views by 665%

We loved being able to get into the heart of communities through the Big Local network and worked closely with the Trinity Mirror team to hyper-localise content. We smashed the campaign metrics on reach and saw excellent performance in terms of engagement and key message delivery.

Anna Owen, marketing manager, Unilever

Award winners 2016

2016 Award winners

All the winning case studies from the Newsworks Planning Awards 2016

Newsbrand effectiveness

Newsbrand effectiveness

Analysis of 500 econometric models, shows that advertising with newspapers increases overall revenue return on investment by three times.

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