Why National Newspapers?
National newspapers are a valued source of sports coverage and aligning McCoy’s, KP nuts and Jaffa Cakes with the Mirror’s rugby coverage ensured the messages would reach an engaged, passionate audience that respected and valued the views of their daily paper and website. Many readers turn to the sports sections first before the main paper, and this is particularly true of the tabloid audience. The newspaper medium offered a large audience for the trialling promotion, and an easy ‘cut out’ mechanism for fulfilment. The multimedia nature of today’s national newspapers gave United Biscuit an opportunity for an integrated offline and online campaign linked to one brand and audience – that of the Mirror. Snacking is part of a daily routine – so in an impulse lead market, where better to be than in a daily, national newspaper – with great emotional connections and an audience that compensates for weaknesses in TV? Results • Recall of the McCoy’s promotion amongst all Daily Mirror readers wa
