The Proof 1 The business case for newspaper advertising as part of the media mix

2 Phil Toms Marketing Controller, Shredded Wheat “This is the second year we’ve worked with the Newsworks on the Advertising Effectiveness case studies and we are very pleased with how this campaign has evolved and the results achieved. Strategically it made a lot of sense to include our Bitesize Shredded Wheat brand given it was a new message for this brand and we wanted to understand how press could complement our TV campaign to maximum effect. Building upon our learning from last year we were able to develop and implement a press campaign which delivered strong strategic and executional synergy with the TV. The opportunity to pre-test the work allowed us to optimise the creative to ensure maximum effectiveness. The results? They speak for themselves. We sold more boxes, the brand is in growth and the new positioning has been well established in consumer’s minds. Newspapers have played a very clear and definitive role in helping achieve our objectives.” Bitesize Shredded Wheat The client’s view

3 Newspapers drove 6.9% sales uplift during and 8.4% post campaign At 3+ OTS, sales increased by 11% during and 7.4% post campaign TV + Newspapers increase brand commitment by 5% points TV + Newspapers increased brand involvement by 4% points Adding National Newspapers made the TV ad work harder across all diagnostic measures, including engagement, branding and communication Bitesize Shredded Wheat Headline results

4 Bitesize Shredded Wheat Test Hypothesis: Newspapers are perfect partners to TV TV and national newspapers are the perfect partnership They are processed in different but complementary ways: TV is more passive, newspapers involve active processing Both media are heavily consumed in the evening Media profiles are complementary Together, the brand impact should be stronger than either medium separately

5 Newspaper creativeTV creative Bitesize Shredded Wheat The creative work

6 Bitesize Shredded Wheat Test detail Media Plan Research sample: Women 25-60, regular buyers of cereal Media Source: NMR/BARB/NRS Campaign objectives To encourage women to choose the unadulterated goodness of Bitesize Shredded Wheat, that helps them keep an eye on their weight. 68 TVRs 225 TVRs 61 TVRs 81 TVRs 237 GRP5s AprMayJunJul£m Media Target Audience: Housewives with children TV – 30 sec1.3 Newspapers0.9 Research Dates Millward Brown Pre-wave Post wave

Bitesize Shredded Wheat 7 The findings

8 Bitesize Shredded Wheat National newspapers drive extra 8.4% sales uplift Source: dunnhumby Newspaper Advertising effect on Sales % increase During Post

9 Bitesize Shredded Wheat Higher OTS drives 11% sales increase Source: dunnhumby Newspaper Advertising effect on Sales at 3+ OTS % increase During Post

10 Bitesize Shredded Wheat Brand commitment increases more with TV plus newspapers Brand Familiarity Likelihood to choose* Pre to Post % points increase – Top 2 Box % Pre-wave Post-wave Pre-wave Post-wave TV solusTV + NP +2+5

11 Bitesize Shredded Wheat Brand involvement up with TV + newspapers Brand Involvement Someone I like* Pre to Post % points increase – Top 2 box Pre-wave Post-wave Pre-wave Post-wave TV solusTV + NP -5+4

12 Bitesize Shredded Wheat TV + newspapers shift brand image Brand image Pre to Post % points change in endorsing Bitesize Shredded Wheat Helps you keep an eye on your weight Really nutritious Stops temptation to snack Fills you up more than other cereals MB norm

13 Bitesize Shredded Wheat Pre-testing aids higher recognition Recognition – Newspaper ads % recognising Bitesize Shredded Wheat Millward Brown Print Norm (326 ads)

14 Bitesize Shredded Wheat Visual standout is vital Newspaper ads - % agreeing Very eye-catchingI’d stop and look at rather than turn the page MB UK Norm Bitesize Shredded Wheat

15 Bitesize Shredded Wheat TV plus newspapers drives web traffic TV + Newspaper Advertising effect on web traffic Unique visitors to Capital One % increase TV solus TV + NP MB UK Norm +21

16 Bitesize Shredded Wheat Newspaper ads make TV ad more engaging Pleasant GentleIrritating Soothing Unpleasant Disturbing Millward Brown – TV Involvement Diagnostics Millward Brown Norm (Base: 698 TV ads) -+ Difference between NP and TV Recognise TV ad Distinctive Interesting Weak Dull Boring Involving Recognise TV + NP ad

17 Bitesize Shredded Wheat Adding newspapers increases TV enjoyment TV Ad Enjoyment Enjoyed watching % TV solus TV + NP MB UK Norm +12

18 Bitesize Shredded Wheat Newspapers enhance and complement TV messages TV Advertising Strongly suggests % answering Contains only wholegrain wheat and no other ingredients Small and easy to eat biscuits Helps you keep an eye on your weight More natural than other cereals Added effect of NP Tastes great TV + NP TV solus

19 Bitesize Shredded Wheat Newspapers communicate powerfully Newspaper Advertising Strongly suggests % answering Helps you keep an eye on your weight Contains only wholegrain wheat and no other ingredients More natural than other cereals Small and easy to eat biscuits Tastes great

20 Bitesize Shredded Wheat Newspapers increase rational and emotional response to TV Response to TV ads % agreeing Contains only wholegrain wheat and no other ingredients Small and easy to eat biscuits Helps you keep an eye on your weight More natural than other cereals Added effect of NP Tastes great TV + NP TV solus

21 Bitesize Shredded Wheat Newspapers create emotional connection Advertising measures – Brand Values Helps me to connect and identify more strongly* Top 2 Box % TV solus Any NPTV + NP 63

22 Bitesize Shredded Wheat Newspapers induce re-appraisal Advertising measures – Re-appraisal Surprising and gets me to think differently* Top 2 Box % TV solus Any NPTV + NP 63

23 Bitesize Shredded Wheat Call to action up 52% when newspapers added Advertising measures – Call to Action Gives me a reason to go out and buy* Top 2 Box % TV solus Any NPTV + NP 56