KETTLE ® Chips: Effectiveness 1 How newspaper advertising stimulated a 20% increase in sales of KETTLE ® Chips

KETTLE® Chips successfully created a significant uplift in sales from existing, lapsed and new purchasers through a brand campaign in newspapers. Bold, confident advertising captured attention and re-asserted the quality credentials of the original hand-cooked potato chip. Most importantly, newspaper advertising helped KETTLE® Chips buck the trend – the overall category declined and most other branded premium crisps brands lost share, but KETTLE® Chips gained share. 2

3 KETTLE ® Chips Headline results Newspapers immediately boost sales by over 20% - sales of featured products up 20.5% among people exposed to ads …and sustain sales impact % sales increase in 12 weeks post campaign Newspapers engage all types of buyers - campaign attracted new buyers, increased frequency of purchase and persuaded lapsed users to buy again Newspaper campaigns create much more powerful emotional links than one-off ads - emotional brand connection rose from 66% when one ad was seen, to 82% when people saw three ads

4 KETTLE ® Chips Creative work Newspaper creative

Objective Emphasise quality and authenticity in order to increase purchase by existing buyers and tempt back recently lapsed buyers Communications strategy Showcase the fresh, quality ingredients in the KETTLE® Chips range and convey the hand-cooked, artisan nature of the chips. Target Audience Adults 35-65, ABC1 5 KETTLE ® Chips Test detail

6 KETTLE ® Chips Test detail Media Plan Sept 11Oct 11Nov 11£m Media Target audience: ABC1 women aged Newspapers 1.0 Research Dates Millward Brown CrossMedia™ dunnhumby Source: NMR/NRS 414 GRPs PostPre Analysis period pre, during and post to

7 KETTLE ® Chips Research method and sample 1.dunnhumby sales analysis

8 KETTLE ® Chips Research method and sample 2.Millward Brown Pre and post campaign tracking among 659 main shoppers who buy premium crisps nowadays

9 “We were delighted with the results of our first newspaper campaign for KETTLE® Chips. We learned a lot about how to use the power of newspapers to engage and motivate our buyers. Most importantly, the campaign generated an impressive increase in sales. We are committed to building on this success by including newsbrands in our upcoming advertising plans. ” Andrew Slamin Marketing Director, KETTLE®

The Findings 10 Sales response

11 KETTLE ® Chips Newspapers drive 20% sales increase Source: dunnhumby analysis of Tesco Clubcard data. See page 8 for methodology or go to newsworks.org.uk/kettle/dunnhumby for further details KETTLE ® Chips sales uplift % increase for featured products +20.5% +19.4%

12 KETTLE ® Chips Newspapers create halo effect on total brand sales KETTLE ® brand sales uplift % increase across total brand +5% Source: dunnhumby analysis of Tesco Clubcard data

13 KETTLE ® Chips Newspapers encourage new buyers, lapsed buyers and loyal buyers KETTLE ® Chips frequency of purchase % increase Source: dunnhumby analysis of Tesco Clubcard data

14 KETTLE ® Chips Newspapers drive KETTLE ® brand share increase KETTLE ® Chips % change in £ market share pre-post +5 Source: dunnhumby analysis of Tesco Clubcard data

The Findings 15 Brand response

16 KETTLE ® Chips Newspapers increase awareness KETTLE ® Chips spontaneous awareness % point change pre-post Source: Millward Brown pre-post tracking

17 KETTLE ® Chips Newspapers help people feel closer to the KETTLE ® brand KETTLE ® Chips emotional brand involvement How would you feel about KETTLE ® Chips if it came to life as a person? % answering “Someone I’d really like, and have lots in common with” % point change pre-post Source: Millward Brown pre-post tracking +2 +6

18 KETTLE ® Chips Newspapers strengthen brand loyalty and buying intentions KETTLE ® Chips buying and future consideration % point change pre-post Source: Millward Brown pre-post tracking

19 KETTLE ® Chips KETTLE ® Chips newspaper ads are highly engaging Newspaper involvement diagnostics % agree MB UK Norm KETTLE ® Chips newspaper ads

20 Readers were delighted when they noticed that the illustrations for the original “hand-cooked” chip were made up of lots of individual handprints KETTLE ® Chips KETTLE ® Chips newspaper ads are highly engaging

The Findings 21 Creative response

22 KETTLE ® Chips KETTLE ® Chips ads capture attention and interest KETTLE ® Chips advertising % agree Very eye-catchingDefinitely remember advertising was for KETTLE ® Chips Stop and look rather than turn the page 89 Source: Millward Brown pre-post tracking KETTLE ® Chips newspaper adsMB UK Norm

23 KETTLE ® Chips Emotional brand connection strengthened with multiple executions Advertising measures – Emotional brand connection Helps me connect and identify more strongly with KETTLE® Chips % agree 1 newspaper ad3 newspaper ads 2 newspaper ads

24 Advertising measures – Call to action Gives me a reason to go out and buy KETTLE® Chips % agree KETTLE ® Chips KETTLE ® campaign delivers a powerful call to action 1 newspaper ad3 newspaper ads 2 newspaper ads 73 80