The business case for

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1 The business case for as part of the media mix Finance / Motors / Retail / Food / Drink / Pharmaceuticals / Cosmetics & Toiletries / Petcare / Household Stores

2 We thoroughly enjoyed working with the NMA. The partnership with the NMA allowed us to collaboratively develop impactful creative and demonstrate the role newspapers can play in driving brand equity and emotional brand connection as well as delivering an immediate sales uplift. Zoe Hayward Senior Brand Manager, Birds Eye Vegetables The NMA Effectiveness study has provided us with valuable insights into how newspapers can work effectively with TV, and how brand messages are processed differently by consumers from each media. Not only did it enhance the delivery of this particular campaign, but the research element has provided us with tangible results which we can use to inform and shape our planning going forwards. Nicola Davis & Charlotte Erskine, Carat 2 With thanks to Birds Eye and their agencies AMVBBDO and Carat Newspaper Marketing Agency Date of Issue: November 2010

3 From left: Birds Eye Vegetables Zoe Hayward, Senior Brand Manager Cornelia Honigfort, Assistant Brand Manager Sarah Hamilton, Category Insights Manager Carat Nicola Davis, Comms Planning Executive Charlotte Erskine, Media Executive Contents Headline Results 4 The Creative Work 6 The Media 8 Test Detail 10 The Findings 11 3

4 Birds Eye Headline Results National newspapers worked effectively with TV to help re-launch the Birds Eye vegetable range and launch four new variants under the Field Fresh sub-brand. The campaign successfully delivered a sales uplift and built brand loyalty. Why newspapers for Birds Eye? Frequent newspaper readers account for 30% of all branded frozen vegetable sales, just ahead of heavy TV viewers. Newspapers allowed Birds Eye to communicate specific competitive points about specific Field Fresh products in separate executions. Newspapers drive 3.9% sales increase The newspaper campaign alone stimulated a 3.9% sales uplift for the advertised Field Fresh variants during, and a 1.9% increase postcampaign. At 3 opportunities to see the uplift was doubled, to 8%; whereas at 8 or more OTS the increase trebled to +12%. There was also a halo effect across the entire Birds Eye frozen vegetable range, which increased sales by 3.9% whilst the campaign was running. 4

5 sales uplift TV and newspapers builds campaign response and brand equity The combination of TV and national newspapers increased recent and regular buying of Birds Eye Field Fresh and caused a massive 93% to re-appraise the brand. Adding newspapers to TV built competitive advantage by 10% points, and increased bonding with the brand by 17% points. Newspapers strengthen TV ad performance The Birds Eye TV ad worked harder and was more engaging when seen alongside the newspaper campaign. 5

6 Birds Eye: The Creative Work Newspaper creative TV creative 6

7 Newspaper creative Strong standout and interesting claims resulted in high recognition of newspaper ads. Recognition % recognising Newspaper ads TV ad Millward Brown norm 7

8 Birds Eye: The Media Frequent newspaper readers spent more heavily on Birds Eye frozen vegetables in 2009 Special analysis of Kantar Worldpanel data for 2009 showed that frequent newspaper readers accounted for 30% of all branded frozen vegetable sales, just ahead of heavy TV viewers. Looking specifically at Birds Eye frozen vegetables, newspaper readers were the highest spenders, with an average spend per household of Mid-market newspaper readers were the heaviest spenders on the Birds Eye brand. A TV and newspaper partnership was chosen for the re-launch for optimum coverage. Expenditure on Birds Eye frozen vegetables per household 2009 Total market Heaviest third TV Frequent newspapers Frequent quality newspapers Frequent mid-market newspapers Frequent popular newspapers Popular newspaper readers spent most heavily on canned vegetables Whilst frequent readers of popular newspapers were less likely to buy Birds Eye, they were heaviest spenders on canned veg, which fitted with the specific sweetcorn taste message of one of the newspaper executions. Expenditure on canned vegetables per household 2009 *Kantar Worldpanel 52 weeks to Dec Population 000s. All households Heaviest third TV viewers = Frequent newspaper readers = Regular qualities =1623. Regular mids = Regular pops = Heaviest third of TV is 29% of TV Total market Heaviest third TV Frequent newspapers Frequent quality newspapers Frequent mid-market newspapers Frequent popular newspapers

9 National newspapers a perfect partner to TV The nature of commercial TV in the UK naturally results in over ½ of a TV ad campaign weight being delivered against the heaviest ½ of TV viewers. In Birds Eye s case, 57% of weight went to heavy viewers. Heavy TV viewers tend to be older and more downmarket, with a high proportion of E social grade. Newspapers complement TV as they are read by people who are lighter TV viewers. % TV weight (impacts) 57% % % 211 Birds Eye TV campaign Share of campaign weight by light, medium & heavy TV viewers Heaviest 1/3 TV viewers Middle 1/3 TV viewers Lightest 1/3 TV viewers Source: BARB analysis of Birds Eye 2010 TV campaign Women Adding newspapers delivers a more balanced audience Adding newspapers to TV advertising helps reach those light TV viewers who have a low exposure to TV advertising campaigns. Irrespective of how a TV campaign is bought, the viewing pattern will be polarised. For Birds Eye 15% of the audience were not exposed at all to the Field Fresh TV ad, while 23% were exposed once or twice. The addition of newspapers helps plug this gap. Low weights of TV exposure are less effective The optimum OTS High weights of TV exposure suffer diminishing returns Frequency distribution for Birds Eye TV campaign Zero OTS 1-2 OTS 3-4 OTS 5-7 OTS 8-9 OTS 10+ OTS 9 Source: BARB analysis of Birds Eye TV campaign Women 9

10 Birds Eye: Test Detail Test hypothesis TV and national newspapers are the perfect partnership. They are processed in different but complementary ways: TV is more passive, whereas newspapers engage active processing. Both media are heavily consumed in the evening. Media profiles are complimentary: newspapers compensate for the inherent weaknesses of commercial TV in London/ South and among younger, more upmarket consumers. Together the brand impact should be stronger than either medium separately. Campaign objective To drive trial and awareness of the re-launch and launch of the four new variants by demonstrating the health and taste benefits of Birds Eye frozen vegetables vs fresh and branded competitors. Media plan Feb 10 Mar 10 Apr 10 May 10 m Media Target Audience: C1C2D Women aged TV 925 TVRs 1.6 Newspapers 494 GRPs 0.6 Research Dates Millward Brown Pre-wave Post-wave dunnhumby analysed Tesco Clubcard data to ascertain the spending of those exposed to the newspaper advertising (bought the relevant titles in Tesco) compared with spending of a matched sample of people who did not buy the relevant papers. Analysis of the tracking data focuses on a comparison of: 1) Those who recognise the TV advertising only (TV solus) Sample: 606 chief shoppers who had bought frozen veg in last 3 months Media Source: NMR/BARB/NRS 2) Those who recognise both the TV and newspaper advertising (TV + NP) 3) Those who recognise any of the newspaper advertising (Any NP) 10

11 Birds Eye: The Findings Newspapers drive immediate 3.9% sales increase The newspaper campaign increased sales of the Field Fresh variants featured by 3.9% while it was running, according to dunnhumby analysis of Tesco Clubcard data. In the 12 weeks post-campaign newspapers continued to drive sales among those exposed to the advertising up almost 2% compared with a control sample. This uplift was incremental to TV and promotional effects Newspaper advertising effect on sales of Birds Eye Field Fresh featured variants % increase During campaign Post campaign Estimates are conservative, as shoppers in the control sample may have bought newspapers outside Tesco and been exposed to the ads Sales increase doubles at 3OTS The campaign consisted of three executions, each featuring a different vegetable and a hard-hitting competitive claim. The cumulative campaign effect was evidenced in larger increases in sales among people who were more frequently exposed to the ads. At 3 opportunities to see the uplift was double, to 8%; whereas at 8 or more OTS the increase trebled to +12% Newspaper advertising effect on sales of Birds Eye Field Fresh featured variants at different OTS % increase 3 OTS 8+OTS Source: dunnhumby For further explanation of dunnhumby methodology go to 11

12 Birds Eye: The Findings Newspaper campaign creates halo effect across range The newspaper campaign effect was broader than just the advertised Field Fresh variants, there was a halo effect across the range. Newspapers stimulated a 3.9% sales increase for the entire Birds Eye frozen vegetable range during the campaign, and 1.4% in the post-campaign period. Newspaper advertising effect on sales of Birds Eye frozen vegetable range % increase During campaign 3.9 Post campaign 1.4 Newspaper campaign encourages trial Newspapers boosted trial of the advertised variants by 7.6%, whilst trial across the whole Birds Eye frozen veg range increased by almost 6% Newspaper advertising effect on Birds Eye trial % increase Field Fresh advertised variants Birds Eye frozen veg range Newspapers boost penetration As a result of a rise in trial, penetration of the Field Fresh variants increased by 6.8% among those exposed to the newspaper ads and penetration of the full vegetable range increased by 5.5% Source: dunnhumby Newspaper advertising effect on Birds Eye penetration % increase Field Fresh advertised variants Birds Eye frozen veg range 12

13 Newspaper readers less price sensitive Newspaper advertising motivated new buyers who were much less price-sensitive than the average Tesco shopper. This fits with previous grocery effectiveness tests, which have shown that newspaper campaigns are more likely to drive full price sales. The newspaper campaign attracted new convenience shoppers to the Field Fresh range these are mid-upmarket shoppers who enjoy a range of cuisines but don t have time to cook from scratch, so look for quality short-cuts. Lifestyle profile of new customers due to newspaper campaign Birds Eye indexed vs average Tesco shopper Convenience Price sensitive Source: dunnhumby Campaign increases claimed buying Millward Brown tracking showed healthy increases in recent claimed buying. The combination of TV and newspapers created larger increases in buying in the last 3 months and regular purchase than was seen among those who had only seen the TV TV solus TV+NP +1 Brand purchase Pre-post % points increase Bought in last 3 months Buy regularly Bought last 13

14 Birds Eye: The Findings Adding newspapers doubles increase in emotional brand connection *For further information go to nmauk.co.uk/cb TV advertising on its own increased emotional brand involvement for Birds Eye Field Fresh by 5% points. But there was a significant additional effect when people saw both TV and newspapers together compared with TV solus, TV plus newspapers created twice the increase in involvement. There is a common misconception that TV is emotional and newspapers are rational, factual. However, NMA Creative Benchmarking* research proves that newspaper ads that make strong emotional connections with consumers are also the most motivating. Just as readers react to newspaper editorial with strong emotions, so ads that provoke an emotional response are most effective. Brand involvement Someone I d like Pre-post % points increase Top 2 Box % TV solus TV+NP Any NP TV plus newspapers drive brand equity Birds Eye Field Fresh brand equity was strengthened as a result of the campaign. Importantly, the TV and newspaper combination provided a particularly healthy boost in competitive advantage and bonding. Validation analysis has shown that high bonding scores correlate with high brand share. Brand Dynamics equity analysis post-wave % points change on pre-wave Bonding Advantage Performance Relevance Presence TV only TV+NP 14

15 Newspaper ads highly impactful Newspapers readers take a very short time to decide whether an ad is worth engaging with, so it s vital to capture their attention, engage them and let them know who is instigating the conversation fairly instantly. The Birds Eye Field Fresh newspaper ads were well-branded and eye-catching, causing over two-thirds to agree they would stop and look rather than carry on to the next page. Newspaper ads % agreeing Definitely remember ad was for Birds Eye Very eye-catching Birds Eye Field Fresh Millward Brown Norm I d stop and look rather than turn the page Highly engaging newspaper campaign The Birds Eye Field Fresh newspaper campaign succeeded in engaging readers. The ads were perceived to be highly interesting, involving and distinctive. Involving Distinctive Interesting Disturbing Soothing Unpleasant Pleasant Newspaper involvement diagnostics Norm: 61 NP ads Recognise NP (Each axis 0-80%) Irritating Gentle Boring Weak Dull 15

16 Birds Eye: The Findings Newspaper ads change perceptions Newspaper editorial is engrossing because it is provocative, newsworthy, intriguing, illuminating. Newspapers are therefore a great environment for ads that challenge existing perceptions. A large majority agreed that the claims and comparisons between Birds Eye Field Fresh and key competitors were credible and this in turn created more favourable impressions of the Birds Eye Field Fresh brand for each of the executions tracked Response to brand comparisons Makes me feel more positive towards Birds Eye Field Fresh Top 2 Box % M&S comparison Green Giant comparison Fresh veg comparison Newspaper ads highly motivating The newspaper campaign successfully delivered rational information and prompted a strong emotional response, leading to a likelihood to buy score double the print tracking norm. Response to newspaper ads % agreeing Contained new information Contained different information Millward Brown norm Points made were relevant Points made were believable Made brand more appealing Made me more likely to buy Birds Eye

17 Adding newspapers makes TV creative even more impactful The Birds Eye Field Fresh TV advertising was very well branded and enjoyable when seen solus. However, when people had also seen the newspaper ads they felt the TV was even more enjoyable and linked to Birds Eye. TV advertising % agreeing Definitely remember ad was for Birds Eye I enjoyed watching TV solus TV + NP Strong TV performance enhanced by newspapers Adding newspapers consistently improves the performance of TV advertising. Tracking diagnostics showed that people who had also seen the newspaper ads considered the Birds Eye Field Fresh TV ad to be more informative, appealing and motivating than those who only saw the TV. Contained new information Contained different information TV solus Added effect of NP Response to TV ads % agreeing Made brand more appealing Made me more likely to buy Birds Eye Millward Brown norm TV ad more engaging when seen alongside newspapers Involving Distinctive Interesting Shoppers engaged positively with the TV ad. However involvement with the TV ad was even more active and affirmative among people who had also seen the newspaper ads. Disturbing Unpleasant Soothing Pleasant Newspaper involvement diagnostics Norm: 698 TV ads Irritating Gentle Recognise TV + NP Recognise TV solus Boring Weak (Each axis 0-80%) Dull 17

18 Birds Eye: The Findings Newspapers boost TV ad secondary messaging The Field Fresh TV ad communicated very strongly. Seeing newspaper ads in addition improved TV communication further, enhancing takeout of the new range and vitamins messaging. TV ad strongly suggests per household 2009 Are picked and frozen in hours Are a great way to get more vitamins into my diet Are better quality than other brands of frozen vegetables TV solus TV + NP Added effect of NP Contain more vitamins than other frozen vegetables Are new range of vegetables from Birds Eye Are just as good as fresh vegetables Taste better than other brands of vegetables Contain more vitamins than fresh vegetables Re-appraisal 22% higher with TV+NP combination Newspapers did a great job at getting people to re-appraise Birds Eye Field Fresh, as did TV on its own. However, the two media in combination achieved almost universal re-appraisal of the brand among target customers Advertising measures Re-appraisal Surprising and gets me to think differently Top 2 Box % TV solus Any NP TV+NP 18

19 TV+NP builds strong emotional brand connection The Birds Eye Field Fresh campaign was excellent at provoking an emotional response. The TV and newspaper combination achieved almost universal enhancement of consumers emotional identification with the brand Advertising measures Brand values Helps me connect and identify more strongly Top 2 Box % TV solus Any NP TV+NP TV+ newspapers prompts great call to action Even though both media on their own drove a high call to action, the two media in combination further enhanced sales potential Advertising measures Call to action Gives me a reason to go out and buy Top 2 Box % TV solus Any NP TV+NP Each newspaper ad builds reason to buy Multiple newspaper ads consistently perform better than a single repeated execution in NMA effectiveness tests. For Birds Eye Field Fresh, whilst a single product story created a very good reason to buy, exposure to three product executions encouraged sales even more strongly Advertising measures Call to action Gives me a reason to go out and buy Top 2 Box % 1 NP ad 2 NP ads 3 NP ads 19

20 Newspaper Marketing Agency Dorland House Regent Street London, SW1Y 4PH Tel: Web: Maureen Duffy Chief Executive Judy Harman Planning Director Jamie Willard Marketing Manager