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 2013

Question 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 2013

Question 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 2013

Question 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 2013

Question 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

35

Change perceptions: create a new perspective

Source: : Newsworks food and drink effectiveness case studies

36

Change perceptions: create a new perspective

Kraft tackled potential negative attitudes head-on with advertising and lots of PR coverage

37

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

41

Increase engagement: make it topical

Hovis Valentine’s day

I Can’t Believe It’s Not ButterApril fool

42

Stimulate sales

Source: dunnhumby analysis of Tesco Clubcard data for Newsworks food and drink effectiveness case studies

43

Stimulate sales

Newsbrands can fulfil a dual brand building and direct response role

44

Newsbrands are budget efficient

45

• 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