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

Walkers – News in briefs

Walkers continued its #wesupportyougary campaign, promoting the tongue-in-cheek nature of the brand, with a spoof page 3 advertisement for Gary Lineker's pants pledge on Match of the Day.

When Lineker promised to appear on Match of the Day in his underwear following Leicester City’s Premier League win, Walkers saw it as an opportunity to launch an awareness execution. As part of the campaign, the brand teamed up with The Sun to tactically reach 3.4 million football fans by harnessing the fun and cheeky personality of paper. The aim was to create fame and stature for the campaign and spark conversation ahead of the programme.

Bringing back the famous page 3 'News in Briefs' for one day (the day Lineker appeared in his pants on MOTD), the DPS ad on pages two and three of The Sun featured Walkers potato farmer Bobby from Leicester in his smalls.

The activity aimed to drive conversation among 16-34 year old readers and make Walkers the most talked about brand on Twitter in the lead up to the show – an objective which was met with Walker’s providing the second most tweeted hashtag and fifth most tweeted mention in the overall Lineker/MOTD conversation.


  • The ad allowed the campaign to drive conversation with over 4.5 million people in the UK and 1.3 million 16-34 year olds
  • Walkers was the most prominent brand in conversations leading up to and during MOTD with the second most tweeted hashtag and fifth most featured @handle
  • The Twitter engagement exceeded benchmarks with an overall engagement rate of 18.54% vs the 10% planned benchmarks

Our Project Pants campaign was a huge success, driving huge social media conversations and results. Our ad in The Sun couldn't have happened anywhere else, bringing back the 'News in Briefs' was such a unique and original idea. The fact that the content was so relevant to both The Sun and Gary's big reveal in MOTD that evening made it even more sharable and impactful. A fantastic way to end a very successful campaign.

John Savage, UK brand manager, Walkers, PepsiCo

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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