These case studies from the Newspaper Marketing Agency demonstrate how a national newspaper campaign for Nestlé Purina’s Bakers ‘Meaty Meals’, drove a sales increase of 10% and contributed an estimated £1 million additional sales revenue across the Bakers portfolio.
For Purina ‘ONE’ the addition of newspapers to TV resulted in 3 times additional brand commitment from cat owners.
The cost of gaining each % point of commitment was 30% lower with TV + newspapers compared to TV alone.
The studies demonstrate the powerful contribution national newspapers make to building the brand values and depth of information that drives penetration and loyalty among pet owners.
Marketing Director, Nestlé Purina, Jeremy Caplin, said, “The newspaper campaign on Bakers ‘Meaty Meals’ was a success on several fronts. In business terms it accelerated the growth of Meaty Meals to the No. 1 position in its segment from No. 3.
“We have also validated the positioning of ‘Meaty Meals’ with purchasers. On top of this, we and our agency partners have learned a lot about newspapers and, in particular, how to better construct creative to deliver in this format.
He added, “We needed to be able to deepen Purina ‘ONE’s message beyond that achieved to-date via TV.
“The result is that now awareness of newspapers and how best to use them has been raised significantly both within the business and with our creative and media agency partners.”
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