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THE KETCHUP CASE
Does Newspaper Advertising Works?
THE KETCHUP CASE
Newspapers are under pressure
Circulation are decreasing in most European countries
Advertising has dropped drastically
THE KETCHUP CASE
On the other hand
The fragmentation is worse in tv, internet, radio etc.
Newspapers are still a mass medium in many places
Free papers means than more people than ever are reading newspapers
THE KETCHUP CASE
Then why are the largest advertisers
In TVDansk Tipstjeneste
Procter & Gamble
Arla Foods
L'oreal
Coca Cola
Carlsberg
In NewspapersHewlett-packard
SAS
Bilka
Philipson Wine
Magasin
Klasselotteriet
THE KETCHUP CASE
Perhaps?
The largest advertisers and agencies have (had?) lost faith in newspaper advertising
Does newspaper advertising really work…and how?
Lack of documentation of effects
THE KETCHUP CASE
The Story Framework
Create our own case study
A campaign, where the advertising effect could be isolated
Introduce a completely unknown brand
Establish a cooperation with an advertiser
Find a professional advertising agency
Document the effect – also on sales!
THE KETCHUP CASE
The Case
A clinical laboratory test!
No other marketing activities at all!
A large newspaper campaign in all daily titles of JP/Politikens Hus A/S and our advertising partners
Extensive research
The product: Ketchup!!
THE KETCHUP CASE
Why Ketchup?
THE KETCHUP CASE
An Italian ketchup
THE KETCHUP CASE
An Average Mutti
Been on the market for 8 years
Distributed in supermarkets and specialty shops
Priced as Heinz and other major competitors
Nor a premium or a discount product
Just an average ketchup
THE KETCHUP CASE
Mutti – Dal 1899 Solo Pomodore, but
Awareness
0.8%
Advertising spending
0
Price promotions
0
In store activities
0
THE KETCHUP CASE
With a Taste of More
THE KETCHUP CASE
With a Taste of More
THE KETCHUP CASE
With a Taste of More
THE KETCHUP CASE
With a Taste of More
THE KETCHUP CASE
With a Taste of More
THE KETCHUP CASE
THE KETCHUP CASE
The Media Plan
THE KETCHUP CASE
The Media Plan
13 participating papers
10 insertions in each paper, full page 4-colour
3 week campaign period (sep – oct 2003)
4 insertions first week
3 insertions second and third week
First insertion 2 full pages
Target group of campaign:
25 – 55 years, who buys groceries
THE KETCHUP CASE
The Media Plan
Reach per insertion 45%
In the target group 44%
Reach of the campaign 77%
In the target group 79%
The campaign delivered 590 TRP
In the target group 580 TRP
Gross price of 4.9 mill. DKK (660 000 EURO)
THE KETCHUP CASE
Even though the ”pros” had warned that there would be reactions already after the first ad, I was surprised to get them already from the start of the day. Do people in advertising sit up all night to be on the forefront of events?
From the diary of Karen Søgaard, importer of Mutti
…soon after SuperGros were on the field. Of course I wasn’t particular popular with this customer either. She had almost gone crazy seeing such a big ad without she knew anything about the campaign. So now she was thinking about a job as a guard in an auto museum. She wanted a quotation right away.
From the diary of Karen Søgaard, importer of Mutti
THE KETCHUP CASE
And the Figures Showed …
0%
2%4%
6%8%
10%12%
14%16%
18%20%
11-0
9-20
03
12-0
9-20
03
13-0
9-20
03
14-0
9-20
03
15-0
9-20
03
16-0
9-20
03
17-0
9-20
03
18-0
9-20
03
19-0
9-20
03
20-0
9-20
03
21-0
9-20
03
22-0
9-20
03
23-0
9-20
03
24-0
9-20
03
25-0
9-20
03
26-0
9-20
03
27-0
9-20
03
28-0
9-20
03
29-0
9-20
03
30-0
9-20
03
01-1
0-20
03
02-1
0-20
03
03-1
0-20
03
04-1
0-20
03
05-1
0-20
03
06-1
0-20
03
07-1
0-20
03
08-1
0-20
03
09-1
0-20
03
10-1
0-20
03
11-1
0-20
03
12-1
0-20
03
13-1
0-20
03
14-1
0-20
03
15-1
0-20
03
16-1
0-20
03
17-1
0-20
03
Awareness Ad recall
Sour
ce: W
EB
POL
4 d
ay a
vera
ge, 5
0 on
-lin
e in
terv
iew
s pe
r da
y
THE KETCHUP CASE
Those who had seen the Campaign
87% believe they have seen the ad in a newspaper - 10% on tv.
35% believe the ad tells it is quality ketchup.
58% would stop and look at the ads, if they see them again
53% would like to try the product
THE KETCHUP CASE
Panic at the retailers…
An unexpected BtB-effect:
All the leading retailers contacted the importer in the first week
The purchasing managers at the retailers also reads newspapers…!
More distribution channels – and more to come!
The shelf space was more than doubled
THE KETCHUP CASE
And the figures showed …
442%Sales increase
THE KETCHUP CASE
We Did a Follow-up
One week advertising (week 10)
4 insertions, same ads, same newspapers
59 GRP per insertion and 240 GRP total
235 TRP in the target group
Price promotion in week 10 & 11 in Irma, a supermarket chain in Copenhagen
In week 11 advertised in flyer
THE KETCHUP CASE
Awareness
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
20%
26-0
2-20
04
27-0
2-20
04
28-0
2-20
04
29-0
2-20
04
01-0
3-20
04
02-0
3-20
04
03-0
3-20
04
04-0
3-20
04
05-0
3-20
04
06-0
3-20
04
07-0
3-20
04
08-0
3-20
04
09-0
3-20
04
10-0
3-20
04
11-0
3-20
04
12-0
3-20
04
13-0
3-20
04
14-0
3-20
04
15-0
3-20
04
16-0
3-20
04
17-0
3-20
04
18-0
3-20
04
19-0
3-20
04
20-0
3-20
04
MuttiWEBPOL - Mutti - base: Alle - ca. 75 on-line interviews pr. dag
Campaign period Flyer Irma
THE KETCHUP CASE
And Sales
285% sales increase in the period
Irma in a league of its own
147% sales increase in january/february
782% sales increase during price promotion
190% sales increase after campaign
Best selling ketchup brand
THE KETCHUP CASE
Mustard goes with Ketchup
Was Mutti just a lucky punch or …A number of smaller case studies in Denmark
Procter & Gamble (Pampers)Job & Liv (trade union)112nu (security)Rahbek Fisk (ready to eat meals)IBMTænk + test (consumer magasine)
A large scale ”copy” in Norway with mustard
THE KETCHUP CASE
The Smaller Danish Cases
Wide variance in campaign sizes
Some newspaper only – some multimedia
All cases – except one – shows very positive results
Higher awareness
Higher sales
Results above advertiser expectation
THE KETCHUP CASE
The Mustard Case
Inspired by the ketchup case, the Norwegian Media Business Association made the mustard case
Same basic idea – take a relatively unknown product and advertise it exclusively in newspapers
THE KETCHUP CASE
The Mustard Case
Our choice was Edmond Fallot Dijon Mustard
A somewhat narrower product category
And an even narrower sub category
Dijon mustard represents only 15% of the mustard market in Norway!
And a product carrying a somewhat hard to remember name …
THE KETCHUP CASE
Mustard Market Shares
Maille12,8 %
Bergbys9,7 %
S&W0,6 %
Colman's1,8 %
Slotts5,9 %
Edmond Fallot1,8 % Other brands
1,0 %
Idun66,5 %
THE KETCHUP CASE
The Mustard Ads
THE KETCHUP CASE
The Mustard Ads
THE KETCHUP CASE
The Mustard Ads
THE KETCHUP CASE
Brand Awareness
Post campaign
(Friday 3 Des–week 49)
Campaign Period (Friday 13 Nov – week 46)
19,821,6 21,9
29,9
42,2
34,6
0
5
10
15
20
25
30
35
40
45
50
Week 45 Week 46 Week 47 Week 48 Week 49 Week 50
THE KETCHUP CASE
Market Shares in Distributed Stores
8,37,1 7,6
12,6
14,0
9,710,9
6,5 6,25,6
8,5
5,3
6,35,7
3,5 3,2
0
2
4
6
8
10
12
14
16
Week 47- 50 Week 51-52/1-2 Week 47- 50 Week 51-53+1
Mar
ket
shar
e (%
)
Total Chain A Chain B Chain C
THE KETCHUP CASE
And the Sales …
206%Sales increase
THE KETCHUP CASE
THE KETCHUP CASE
Newspaper Advertising Works!
