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Food advertising . An essential guide for advertisers and agencies. Contents. Food: a hot topic for the nation A look at consumer trends and new research showing how consumers are responding Food and the newsbrand audience Facts about the newsbrand audience and their relationship with food - PowerPoint PPT Presentation
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Food advertising An essential guide for advertisers and agencies
2
• Food: a hot topic for the nation– A look at consumer trends and new research showing how consumers
are responding
• Food and the newsbrand audience– Facts about the newsbrand audience and their relationship with food
• Roles for food communications in newsbrands– Including case studies, examples
Contents
“Newsbrands offer advertisers both an inspiring
and effective way to reach Foodie lovers, giving
scale across digital and print channels. Add on top
of that the benefits of positioning alongside rich
editorial content in supplements and tablets,
newsbrands become a natural choice for engaging
with this audience.”
Rachel BristowVice President Global Media Data & Analytics, Unilever
Food: a hot topic for the nation
Prices are a key concernUK households spend 12% more, purchase 4.2% less in 2011 vs 2007
Source: : Defra Family Food 2011
The hunt for value
Source: : YouGov - 2227 adults online, 23rd - 25th January 2013Question summary: Which have you done in the last 6 months, or plan to do in the next 6 months, in order to help manage your food bills?
Source: : YouGov - 2227 adults online, 23rd - 25th January 2013Question summary: Which have you done in the last 6 months, or plan to do in the next 6 months, in order to help manage your food bills?
The end of excess
The home-baked ideal
Source: : YouGov - 1158 women online, 23rd - 25th January 2013Question summary: Which have you done in the last 6 months, or plan to do in the next 6 months, in order to help manage your food bills?
13% of women agree that the source of the food they buy (e.g. country, welfare, etc.) isn’t important to them
46% of women want to know where the food they buy comes from
49% of women are interested in the ingredients in packaged food
The growing importance of provenance
Source: : YouGov - 1158 women online, 23rd - 25th January 2013
The desire for local flavour
Source: : YouGov - 2227 adults online, 23rd - 25th January 2013Question summary: Which have you done in the last 6 months, or plan to do in the next 6 months, in order to help manage your food bills?
The desire for local flavourDolmio and Crosse & Blackwell tapped into a home-grown theme
agree they want brands to help them cook/serve more
wholesome meals
30%
Information for healthy choices
Source: : YouGov - 2227 adults online, 23rd - 25th January 2013
of adults
The government uses newspapersto promote healthy living
Celebrity chefs cooked healthy recipes with Benecol
Information for healthy choices
Big, bold flavours and some Brazilian sunshine
Source: : YouGov - 1158 women online, 23rd - 25th January 2013
Source: : TGI 2012 Q4
Food pleasure and experimentation still important
Food and the newsbrand audience
“Although much is written of the challenges
newspapers face, they still deliver an excellent
and substantial target audience fit for us.”
Andrew SlaminMarketing Director, KETTLE®
Newsbrands influence food choices
Source: YouGov - 1158 women online, 23rd - 25th January 2013Question summary: Which of the following influence your food purchasing decisions?
Source: : NRS, Oct 2011-Sept 2012
Our readers are really interested in food
Some of the top food writers tickling the tastebuds of newsbrand readers
Sources: NRS PADD: NRS Oct-Sep 2012 and UKOM Sep 2012, comScore GSMA Mobile Media Metrics September 2012, YouGov - 603 UK tablet owners online 18+, 29-31 December 2012
An interested and very large audience
Daily magazine readership figures not available
Newsbrands reach more women and chief shoppers than magazines
Sources: NRS PADD: NRS Oct-Sep 2012 and UKOM Sep 2012
Source: NRS PADD: NRS Oct-Sep 2012 and UKOM Sep 2012, BARB 2012
Newsbrands work well with TV
Source: : comScore Cross Visiting January 2013
Digital newsbrand readers are big fans of food websites
Source: : TGI Clickstream 2012 Q3
Digital newsbrand readers are information hungry
‘Shopping online makes my life easier’
‘Product reviews have a major influence on my purchasing decisions’
‘ I thoroughly research products before buying them’
Index versus all adults
130
121
120
Source: : comScore GSMA Mobile Media Metrics, September 2012
Mobile newsbrand readers love to shop
Tablet and mobile readers more likely to be influenced by brand advertising
Source: YouGov – 2227 adults online, 23rd - 25th January 2013Question summary: Which of the following influence your food purchasing decisions?
All Adults Tablet newspaper
readers
Mobile newspaper
readers
Brand advertising influences food purchasing decisions 15% 19% 19%
Source: : NRS, 2011-2012
Newsbrand readers spend more on food
Source: : GB TGI Clickstream 2012 Q3
Newsbrand readers spend more on food
Source: : TGI 2012 Q3
They are highly influential
Word of Mouth Typologies – quality newspaper readersIndex versus all adults for food and dining
“We have partnered with Newsworks on
several occasions in recent years to look at
the effectiveness of newspaper advertising,
and the results have always reinforced our
belief in the strong role the medium can
play in helping drive growth on our brands.
We found that newspapers worked
particularly well in combination
with TV, with the effects most marked when
there were clear strategic and creative
synergies between the copy.
The trust that readers place in their
newspapers makes them a powerful carrier
of branded messages.”
Ben BlakeMarketing Controller, Cereal Partners UK
Roles for food communications in newsbrands
Source: : KETTLE® Chips effectiveness case study 2012
Create awareness: spread the news
34
Create awareness: spread the news
55% of chief shoppers were motivated/involved by this Kenco ad about using less glass
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Change perceptions: create a new perspective
Source: : Newsworks food and drink effectiveness case studies
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Change perceptions: create a new perspective
Kraft tackled potential negative attitudes head-on with advertising and lots of PR coverage
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Change perceptions: create a new agenda
In creative benchmarking research, 60% agreed that Coca-Cola’s plant bottle ad ‘makes an important issue or cause more relevant to me’.
38
Change perceptions: create a new agenda
This Kit Kat ad involved and motivated 76% of readers, making it one of the highest scoring ads tested.
39
Increase engagement: spread the love
Brand involvement shift pre to post campaign is 2.5 times bigger when people see newspaper advertising as well as TV
Source: : Newsworks food and drink effectiveness case studies
40
Increase engagement: spread the love
Sources: KETTLE® Chips & Hovis effectiveness case studies, IPA Effectiveness Awards 2012
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Increase engagement: make it topical
Hovis Valentine’s day
I Can’t Believe It’s Not ButterApril fool
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Stimulate sales
Source: dunnhumby analysis of Tesco Clubcard data for Newsworks food and drink effectiveness case studies
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Stimulate sales
Newsbrands can fulfil a dual brand building and direct response role
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Newsbrands are budget efficient
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• Food study– All figures, unless otherwise stated, are from YouGov Plc. Total sample
size was 2227 adults. Fieldwork was undertaken between 23rd - 25th January 2013. The survey was carried out online. The figures have been weighted and are representative of all UK adults (aged 18+).
• Tablet study– All figures, unless otherwise stated, are from YouGov Plc. Total sample
size was 2055 adults. Fieldwork was undertaken between 28th - 31st December 2012. The survey was carried out online. The figures have been weighted and are representative of all UK adults online (aged 18+).
Sample and method for YouGov research
46
• Newsworks effectiveness case studies, together with case studies from individual newsbrands, can be downloaded from the Case Studies section of the Research Centre at www.newsworks.org.uk
• For examples of great creative in newsbrands, go to our Creative Gallery and Partnerships sections.
Further reading