Newspaper advertising helped build the Jalna brand, playing a key role in driving sales and differentiating the product in this highly competitive category.
Summary
Newspaper advertising helped the brand build greater emotional connection with consumers, improve engagement with its TV ad campaign and drive intent to trial the brand more effectively than TV alone could have achieved.
Marketing issue
Although Jalna has a long history in Australia and people were aware of the brand, consumers did not differentiate the product based on its USP.
The campaign task was to provide a rational message around the product benefits of Jalna, and an emotional message that would reassure consumers about taste to combat the perceived trade-off and increase attraction to the brand.
Role of newspaper advertising
The campaign was unique in reversing the roles newspapers and TV are most often used for, so that in the Jalna campaign newspapers played the role of building attraction to the brand while TV delivered the rational information.
Key findings
- Newspapers helped improve brand equity, on measures of quality, familiarity and uniqueness, by up to 24% when added to TV
- The addition of newspapers helped deliver a more positive emotional reaction to TV by 65%
- Commitment and intent to trial increases by an average of 56% when newspapers were added to TV
- Actual sales grew by 8%, reversing a negative growth trend.
What the client said
Jalna Dairy Foods national sales manager, Costa Tsaconas, said: “This case study is a great example of how newspapers can help build a brand as well as drive sales hard.”
The Jalna case study is the second in a series of food category reports as part of the Newspaper Effectiveness programme, following the inaugural case study for NESCAFÉ Greenblend published late last year.
Download the full report and presentation below or download key finding take-outs.
Full deck of report findings for Jalna effectiveness case study.
