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