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Why Food brands should advertise in National Newspapers

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Title: Why Food brands should advertise in National Newspapers


1
Why Food brands should advertise in National
Newspapers
  • Connect with, dont just reach your consumers

November 2005
2
5 key points Food brands and National Newspapers
  • A mass audience on average 12 million women
    daily
  • A strong partner to TV newspapers deliver the
    hard to reach groups that are expensive through
    TV young, affluent, London south
  • Purposeful pleasure - food brands can benefit
    from the readers emotionally engaged reaction to
    the editorial. The newspaper is a powerful ally
    in her key nurturing role.
  • Reading triggers action they are open to ideas
    and information and are in a mindset to act upon
    it.
  • 5. Visibility Saliency - the regularity of
    buying the paper and its familiar role in the
    readers day acts as a reminder/prompt of what is
    possible.

3
Modern women, food and shopping
4
The Home café
  • Differing family food demands
  • Kids food
  • Diets (self or partner)
  • Allergies/Vegetarian
  • Personal foibles
  • Differing mealtimes
  • Kids need to eat earlier
  • Partners with different work patterns
  • Teenagers in and out of the house
  • Unexpected childrens friends

The kids are picky, my husband doesnt want to
eat nuggets and nobody wants to eat the boring
diet stuff Im on, its hard to satisfy everyone
Id like us all to eat together but by 6 oclock
the kids are starving and my husbands not back
5
Convenience cuisine
  • Rise of the Ready Meal
  • Used by all, almost to exclusion by pre-family
  • The Basics
  • Pizza, pasta, chicken and mince
  • Thinking ahead
  • Home-made bulk basics
  • The store cupboard key

The kids are always in and out, going to clubs,
coming home at different times, I keep frozen
pizzas and ready meals
We tend to live on chicken, pasta and mince
If I look in the cupboard and I havent got any
tinned tomatoes I panic
6
Its decision time
I tend to decide what to eat when Im ready to
leave work. My taste buds get busy about 5pm
because I finish at 530.
  • The planned meal routine of the week has
    disappeared
  • Decisions about what to eat taken later and
    later up to minutes before
  • Time pressure
  • Less structured lives
  • New retail options

I tried for a while to be organised and have a
menu for the week but that just fell apart
I usually decide what to have about 4 or 430 in
the afternoon
I can pop out quite easily at work, there are big
Tescos and Marks in the city centre
7
Menu merry-go-round
  • Lack of time to think and prepare (as well as
    family food preferences) drive a limited meal
    repertoire
  • Frustration at lack of menu diversity

You go round in circles and never do anything
newjust cant think of anything new
Deciding what to eat is the bane of my life.
Youre working, you dont have the time, you end
up having the same thing all the time
8
Give us ideas!
  • Thirst for inspiration to spice up the family
    diet
  • But need for ideas to be practical and quick

We need ideascos we dont have time, we go into
the supermarket and buy the same thing every week
and eat the same thing every week
We only eat 6 or 7 meals, so when you find a new
recipe its like Yippee!
It needs to work in 15-20 minutes
9
Food, family and health
10
Food health an abiding interest
  • High saliency of connection of diet and health
    and high level of interest
  • At a personal level
  • What is best for me?
  • At an external level
  • What is best for my children and partner?

You are what you eat
Like most people today I am really interested in
healthy eatingfor me and my children as well of
course
11
Food hits the headlines
  • Food health is always on the news agenda
  • New research
  • e.g. Tomatoes and lycopeine
  • Philosophies
  • e.g. Organic
  • Exposés
  • e.g. Factory farming
  • Scares
  • e.g. Sudan Red

12
Were doing our best, butthe conscientious
compromise
  • Quick foods that are healthy
  • E.g. stir fries
  • Quick foods paired with healthy
  • E.g. fresh vegetables with convenience meals
  • Mashed vegetables disguised in home-made
    bolognese or beef burgers
  • Swings and roundabouts
  • Hope things balance

You know you want to cook more healthily, but you
find yourself holding a jar and thinking, Here
we go again
It does make our lives as mothers difficult
whatever you give them there is something wrong
with it youve got to try to be healthy but you
also have to compromise
I might have a ready meal with green beans or a
ready made quiche with a saladits convenience,
but you try to have something healthy with it
13
What newspapers bring to food advertisers
14
Newspapers offer fertile soil in which to plant
food brand messages
Powerful Context
Compelling Editorial
Attention and Retention
Immediacy
Source of Authority
can make them stop, register, think, and consider
15
Compelling editorial - the importance of food on
health
  • Nationals valued for the depth and authority of
    their food health coverage

The coverage is pretty good, theres interesting
dietary advice, recipes, features about food and
how they affect youIll read about what affects
the children and my own health
(Newspapers) are normally the place where you
hear of new things, this is good for you, thats
not
16
Compelling editorial - the draw of new diets
  • National newspapers provide strong and consistent
    coverage of thinking on slimming
  • Miracle slimming stories are always fascinating

I love the true life stories about how people
have lost weightthe plan they have been on and
so on
They are pretty good on diets like in the T2
section
17
Inspiration
  • Newspapers bring inspiration in everyday thinking
    about the family diet
  • The Practical Recipe
  • Simple quick ideas for livening up the diet with
    just a few readily available ingredients
  • The Lifestyle Recipe
  • Glossier, more complicated, more specialist
    ingredients
  • Occasionally adapted, but mostly, like recipe
    books, of coffee table interest

I want to be inspired through the week, if I can
see a recipe that will take me 15 minutes Im
more likely to pick up the ingredients
Im always inspired by the food sections at the
end of the SundaysI may not do exactly the same
thing but it does give me ideas
18
Keep-ability Factor
  • Interesting simple recipes, useful health facts
    or articles, diet instructions, coupons often
    retained

They have got retention value, if they have done
a good ad you will come back to it and look again
Im terrible about recipes, cut them out, in the
drawers everywhere at home
19
Best Value
  • Inter-store/brand food item comparisons are
    valuable, interesting and sometimes surprising

The best of a type are very interesting, they
compare how healthy, how much fat and so onvery
useful
I always find the way they rate different food
products useful, I tend to go with themsteer
clear of the 4/10
20
Powerful Context
  • High attention/interesting context for food
    advertising can add dramatically to
  • Opening at the page
  • Attention to the ad
  • Impact/authority of the ad

Fits with how youre thinking..and its how women
judge themselves
21
Direct Relevance works hard
  • Editorial brings consumers to the brand with the
    right frame of mind

22
indirect relevance is also positive
  • The Greek diet is healthyso its good context
    for a health proposition

The big apple is really eye-catching
Thats a really interesting point of view
23
Immediacy
  • In context of just in time shopping and eating,
    newspapers can deliver messages at times when
    they can be acted on

Ill read it on the way to work, at work, and
come back to it in the evening
To me (newspaper food and health coverage) is the
next most important after news, I often read mine
in the lunch hour
Im often reading them in my lunch or dinner
24
Women value their newspaper as Purposeful
Pleasure
On average 12 million women read a national
newspaper each day
The Purpose
The Experience
The Pleasure
  • of feeling I am using my brain
  • of a feeling of worthwhile time for me
  • to get informed
  • mentally stimulating
  • distracting
  • relaxing

25
Women are loyal to their newspapers
(Reading 3 out of 4 issues/Watching 3 out of 5
programmes)
83
54
24
20
TV Coronation Street
National Newspapers
Womens Monthly Magazine
TV Emmerdale
Source Jan Jun 05/AIR
26
How food advertising triggers purchasing
27
Food advertising can bring
Inspiration
Information
Interruption
Salivation
Motivation
28
Inspiration
  • Science of health is also a good environment even
    though there is not a direct connection

Thats great, a fab idea, what a great thing to
do with the kids
I really love getting an interesting new recipe,
Id want to cook that
29
Information
Its very good, interesting, mums are always
tuned in to things for their kidsand younger
ones do hate bits, so thats good to know
Its the lowest fat mayonnaise you can buy, which
is quite a statement
30
Interruption
Thats a really interesting way of looking at it
Its telling you something new, you think you
know everything about cornflakes, and this is new
and it stands out
31
Salivation
Thats lovely, its got real appetite appeal, it
makes you feel like one now
Mmmm, lovely..made you want to taste it instantly
32
Motivation
I might stroll down to the shops with the baby
and get a bottle
I dont shop at Sainsburys but Id go there just
to buy that, its very good value
33
Newspapers can compensate for TVs under
deliveries against their consumers
34
Newspapers reach your consumers effectively...
55
Quaker Oatso Simple
44
58
McCains Home Fries
42
58
McCains Oven Chips
40
54
Weetabix
42
58
Häagen Dazs
54
Batchelors Cup-A-Soup
58
41
61
Ambrosia Devon Dessert
39
59
Kenco Coffee
47
60
Anchor Spreadable
45
Danone Actimel
59
49
55
Hovis
49
Tetley Tea
56
41
59
Hellmanns Real Mayonnaise
53
Brand users who are heavy/medium newspaper
readers (3)
Brand users who are light TV viewers (lt20 hrs
per week)
Source TGI Apr 04 Mar 05
35
National Newspapers compensate for inherent
weakness in commercial TV
16-24
35-44
C1
AB
London
25-34
South/East
101
100
93
86
84
78
70
Women TV Newspaper Delivery Indexed Vs
Population
TV
Newspapers
Source BARB Jan-June 2005/NRS Oct 04 Mar 05
36
National Newspapers can compensate for inherent
weakness in commercial TV - women
Hovis 67
Hellmanns Real Mayonnaise 71
Danone Actimel 72
Anchor Spreadable 74
London
Kenco 79
McCain Oven Chips 87
Quaker Oatso Simple 88
Ambrosia Pots 94
Häagen Dazs 48
Kenco 59
Danone Actimel 63
Anchor Spreadable 64
McCain Oven Chips 65
Hovis 68
AB
Quaker Oatso Simple 82
Ambrosia Pots 85
Tetley Tea 87
Weetabix 89
Batchelors Cup-A-Soup 89
Anchor Spreadable 80
Quaker Oatso Simple 87
Danone Actimel 89
Häagen Dazs 89
Hovis 90
C1
Ambrosia Pots 92
Weetabix 95
Batchelors Cup-A-Soup 95
Tetley Tea 95
Hellmanns Real Mayonnaise 95
Source BARB 2005/TGI Apr 04 Mar 05
37
National Newspapers can compensate for inherent
weakness in commercial TV - women
Tetley Tea 39
Hovis 40
Häagen Dazs 41
Quaker Oatso Simple 45
Batchelors Cup-A-Soup 45
16-24
Weetabix 48
McCain Oven Chips 50
Hellmanns Real Mayonnaise 52
Mini BabyBel 55
Ambrosia Pots 62
Mini BabyBel 63
McCains Oven Chips 65
Häagen Dazs 78
Danone Actimel 79
Hovis 84
25-34
Anchor Spreadable 85
Weetabix 86
Quaker Oatso Simple 89
Tetley Tea 90
Mini BabyBel 78
Hellmanns Extra Light 86
Danone Actimel 88
35-44
Hellmanns Extra Light 86
Hovis 98
Häagen Dazs 98
Source BARB 2005/TGI Apr 04 Mar 05
38
Television can be crowded
Total Food Spend
Typical TV commercial break Average of 8 ads per
break
Others
4
4
Radio
TV share of voice amongst Food brands
Programming
National Newspapers
6
Outdoor
8
Sponsor bumper
Masterfoods
Programme top tail
Magazines
10
Danone
Unilever 11
6
Kraft
4
Cadbury
3
Nestle 9
3
Ads
Muller
3
Kelloggs 9
Walkers
2
TV
68
Programme top tail
Sponsor bumper
Other 50
Programming
714m
Source Sept NMR (Sept 04 Aug 05)/BARB (Mar 04
Jul 05)
39
Newspapers complement commercial TVand make the
budget deliver more
ABC1 Women
25-34 women
16-24 women
-22
-22
-19
Source Initiative Media
40
Food advertising that works harder
41
Make it look great!
  • It seems obvious, but if you are going to show
    the food it better look good
  • and often it doesnt an opportunity missed

Great-sounding product let down by photography
Looks good enough to eat!
42
Keep it clear and simple
  • There are a lot of facts, thoughts and opinions
    in the paper
  • so make yours easy to understand and remember

Simple headline, striking photography
Complex analogy not worth the effort
43
Make it bold and let colour work for you
  • Newspapers are an attentive mediumbut you still
    have to get attention for your ad!

Sepia tone gives aura of richness and indulgence
44
Dont over-writeand make it readable
  • Newspapers are characterised by thoughtful,
    amusing, impactful, incisive use of written word
  • but dont expect that readers will want to read
    a lot of copy

Not much news or enthusiasm to read
Freds story not worth the read
45
Help them know what to look for
  • Obviously enough, the consumer needs to know what
    brand to buy, what the product she is interested
    in looks like in store

What are the different types they are showing?
What am I supposed to look for?
46
Make sure its a press idea
  • Some ideas which would make great TV dont work
    as press ideas

No drama, no product
Un-dramatising the negative!
It looks like adding sugar!
47
Let the picture tell the story
  • Newspapers offer opportunities for clear stories
    to be told visually

Your point at a glance!
Need we say more?
48
If youve got some news, bring it!
  • Newspapers are a news medium and people are
    looking for information

Thats good to know
Valuable news, simply put across
49
Use typographycarefully, and makethe most of
the space
  • Be BOLD but be sure type is easy to read

Big type makes the point well
Tough to read and doesnt look that appetising
50
Secure you links to other media
  • Newspapers can reinforce and multiply other media

The Lulu cholesterol campaign well-known
Cartoon characters well-known from TV
51
Conclusions
52
Conclusions Food brands andNational Newspapers
  • The audience young, upmarket, southern, heavy
    users of cosmetics and toiletries - perfect
    partners to TV, where reaching these groups is
    costly
  • Attention women read national newspapers in an
    emotionally engaged mindset that fits well with
    brand building advertising
  • Stand out editorial context and an uncluttered
    environment create engagement and stand out
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