Newspapers helped build brand power for Jalna yoghourt, playing a key role in driving sales and differentiating the product in this highly competitive category.
Conducted jointly with Jalna Dairy Foods, owner of the Jalna Yoghourt brand, the Brand Power of Newspapers report is the latest case study in The Newspaper Works’ advertising effectiveness programme designed to show the impact of newspapers when added to a TV ad campaign.
The Jalna report clearly demonstrates how 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.
Key findings of the study
- 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.
Background
Jalna competes with about 20 brands in its category, but while most brands compete on taste and creaminess, Jalna is positioned around health and well-being. Although Jalna has a long history in Australia and many people are aware of the brand, it does not have a differentiated position in the minds of consumers.
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.
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 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.
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.
