warburtons march 2011. key campaign information environment/panels key campaign objective other...
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Warburtons
March 2011
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 ResearchQ1. We would like you to name all of the bread brands that you can think of, first mentionPre301, Post 300
52%
24%
8%
PRE
Advertising stood out amongst rivals post campaign
PRE POST
47%
41%
40%
Hovis
Kingsmill
Warburtons
Hovis
Kingsmill
Warburtons
49%
45%
43%
Source: Opinium ResearchQ3. Which of the following brands have you seen or heard advertising for recently?
80%
19%13% 12%
9%2%
78%
22%
14%7%
18%
4%
TV Newspaper Internet Radio Rail Other
PrePost
Rail was key at driving this increase in advertising awareness
100% growth
Source: Opinium ResearchQ3b. Where in particular have you seen or heard Warburtons advertising recently?
Posters were key at driving the family message
Source: Opinium ResearchQ2. 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 ResearchQ5 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
6.196.29
7.29
5.78
Pre Post Poster Aware Not aware
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