Presentation on theme: "Warburtons March 2011. Key Campaign information Environment/Panels Key Campaign Objective Other Media 150 HD Rail 48 Sheets in London and South East Increase."— Presentation transcript:
Key Campaign information Environment/Panels Key Campaign Objective Other Media 150 HD Rail 48 Sheets in London and South East Increase brand awareness in the South and build awareness of the family values of the Warburtons brand Other Information Respondents all to be rail commuters who work in London and live in London/South East
Campaign doubled brand awareness Hovis Kingsmill Warburtons 51% 18% 16% POST Source: Opinium Research Q1. We would like you to name all of the bread brands that you can think of, first mention Pre301, Post 300 52% 24% 8% PRE
Advertising stood out amongst rivals post campaign PREPOST 47% 41% 40% Hovis Kingsmill Warburtons Hovis Kingsmill Warburtons49% 45% 43% Source: Opinium Research Q3. Which of the following brands have you seen or heard advertising for recently?
Rail was key at driving this increase in advertising awareness 100% growth Source: Opinium Research Q3b. Where in particular have you seen or heard Warburtons advertising recently?
Posters were key at driving the family message Source: Opinium Research Q2. Which of the following brands of bread would you describe as family orientated? Post stage TV Aware Poster Aware 71%85%93% All
Word of Mouth Source: Opinium Research Q5 How likely is it that you would recommend Warburtons to friends or family? Please provide your answer on the below scale of 0-10 where 0 is not at all likely and 10 is extremely likely Poster aware were the most likely to recommend Posters driving word of mouth
Summary Brand awareness in the South driven by the campaign Rail was the key medium at driving a substantial increase in advertising awareness Posters were also key in strengthening the “family” message and encouraging word of mouth
Want to find out more? Contact the JC Decaux research team to find out how the campaign performed across other metrics including brand knowledge and favourability