Uncle Tobys Oatbrits increased brand absorption by adding newspapers to television.
The Australian cereal market is very competitive and so well established that most consumers can name a dozen brands spontaneously. In fact, the leading five brands can be named by over 90% of people.
Each week, around $1 million is spent advertising cereal, with around 70% of that going to TV*, resulting in a highly cluttered marketing environment.
With so much TV activity for cereal brands, the marketing challenge was to improve effectiveness.
Uncle Tobys had to find an edge by adding a medium to television that would help:
To achieve the above and differentiate their brand, Uncle Tobys turned to newspapers.
Newspapers are an ideal environment for food advertisers to set themselves apart from the competition. With only 4% of food category budgets invested in newspapers (Dec 08-Nov 09), the medium is mostly free from competitive clutter – this presents a real opportunity to achieve cut-through.
High sales success for the campaign
Uncle Tobys sales increased by 63% during the campaign and remained 32% higher after the campaign ceased.
Newspaper advertising drove purchase intention
Intent to trial for TV + newspaper recognisers was 34% higher than for those who had only seen TV advertising.
Newspaper advertising delivered better brand understanding
Newspaper recognisers had greater clarity and understanding of the advertising message, scoring higher than television alone on 10 of 13 image attributes.
Newspapers helped deliver a more positive emotional reaction to TV
Adding newspapers enhanced positive emotional responses to the TVC by 47%.
Brand equity improved five-fold when newspapers were seen in concert with TV
And newspaper only recognisers had heightened perceptions on all measures, particularly Quality and Uniqueness.
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See more results from our Effectiveness Case Studies or view other research into Effective Newspaper Advertising.
*Source: AC Nielsen Cereal Category Spend
December 2010
