Silver spoon · 2015. 1. 14. · silver spoon where possible. Great taste no matter what you use it...

SILVER SPOON

AGENDA

1. Methodology

2. Baking habits by market sector

3. Post campaign effectiveness

4. Summary

METHODOLOGY Post analysis

METHODOLOGY Post campaign research

We conducted post campaign research, using the Immediate Insiders panel to measure:

Brand awareness Brand perception Advertising recall Call to action

The survey was sent out via email to readers and online users of the following brands:

Radio Times BBC Gardeners’ World BBC Good Food olive BBC Easy Cook delicious. bbcgoodfood.com

BAKING HABITS BY MARKET SECTOR Pre, mid & post analysis

FLOUR & YEAST

MARKET Pre, mid & post campaign analysis

KEY FINDINGS - FLOUR Brand Awareness

Allinson has seen the highest increase in brand awareness

Frequency of purchase Homepride is the most frequently purchased flour

Source: Immediate Insiders Silver Spoon campaign effectiveness : Pre survey= n1100, Mid survey=n1087, Post survey=n 947

+1p.p +7p.p +3p.p

Future purchase consideration Those considering purchasing Allinson flour has increased by +4p.p

-3p.p

+4p.p -3p.p +1p.p

Brand impression Allinson has the highest brand impression score

+2p.p +4p.p

Purchase every 6 months or more frequently

Will definitely/probably buy in the future

Good/very good impression

-5p.p

+7p.p

KEY FINDINGS- ALLINSON

Source: Immediate Insiders Silver Spoon campaign effectiveness : Pre survey: n=1100, Mid exposed: n=906, Post exposed=n779

Which, if any, of the following words do you associate with each of these brands of baking products?

Word Association

Brand statements Open ended feedback

+6p.p +11p.p +2p.p

+1p.p

+4p.p +5p.p +5p.p

+1p.p

-5p.p “Brilliant for bread - an excellent range and reliable quality”

“always gives great results in my bread maker”

“Best flour I've ever used for bread making”

“Good quality products especially for my bread

baking”

“long established and trusted”

“British milled flour & bread products - traditional process & family run company which keeps reinventing itself for the modern market. Quality products & processes - reliable &

trustworthy with fewer gimmicks than other brands.”

“It's a name I trust”

“Feel this is a quality flour”

Any agree

SUGAR

MARKET Pre, mid & post campaign analysis

KEY FINDINGS- SUGAR Brand Awareness

Billington’s sugar has seen the largest increase in brand awareness +18p.p

Source: Immediate Insiders Silver Spoon campaign effectiveness : Pre survey= n1100, Mid survey=n1087, Post survey=n992

Frequency of purchase Billington’s has seen the highest increase in frequency of purchase

Future purchase consideration Those considering purchasing Billington’s sugar has increased by +9p.p

Brand impression Billington’s brand impression has increased by +15p.p

-2p.p +1p.p +5p.p

+18p.p +3p.p

-2p.p

+4p.p +7p.p



-5p.p -8p.p

+9p.p


+1p.p +6p.p +15p.p +1p.p

KEY FINDINGS- SUGAR

Source: Immediate Insiders Silver Spoon campaign effectiveness : Pre survey: n=1100, Mid exposed: n=906, Post exposed=n779


Word Association

Brand statements - Silver Spoon Brand statements – Billington’s

Scores over 20% included

Silver Spoon

+8p.p

+6p.p -6p.p

-8p.p

+3p.p

Scores over 17% included

Billingtons

+4p.p

+3p.p

+9p.p +5p.p +8p.p

-13p.p

-12p.p

+5p.p +2p.p

Any agree

Any agree

+10p.p

A good, traditional sugar. Always in my cupboard!

Always a good sugar in the best traditions

An excellent sugar for every day baking.

Consistent, good quality - happy to use if for my

everyday sugars

Everyday sugar for everyday folk Great company, I love them.

Go out of my way to purchase silver spoon where possible.

Great taste no matter what you use it for

Heritage, trustworthy

I always look for Silver Spoon as it is British sugar - but recent news has made me wonder if sugar beet is a good crop to be growing in this country

as it is a mono-culture. I am still buying it at present.

Great that it is a British brand, sourcing sugar from beet grown in this country.

Have used and happy with products, especially icing sugar. However, I confess I am more likely to support Tate and Lyle or Billington’s as

they seem more traditional/local and less corporate. (Not researched, just an impression!)

I use this product a lot, it has a great tradition in this country

It's a trustworthy and recognisable brand

Reliable, you know what you are getting and it is not expensive.

We drive past the factory on the way to my in-laws so I feel it's a quality British product worth supporting.

Although Billingtons is more expensive they have a wider range

and I like the packaging.

A good range of different types of sugar, at reasonable prices

better for the environment than other

processed sugar

easy to use, good quality always gives good results

Excellent range of sugars for baking

Expensive and packaging not ideal for sugar as plastic bag sugar is in splits easily and can't be

resealed

Fairtrade high quality sugar - good

brand

Good for speciality sugars, too expensive for everyday use

Good range of sugar but Waitrose own brand if often cheaper and just as good.

Great products, always bake and

cook with Billingtons

Has many different types of sugar products. I love their

dark brown sugar.

I always get the best flapjacks with

billingtons!

I Like the fact that it is a Fairtrade Company so try and Buy from them

when ever possible

I love the range, quality and taste of Billingtons sugar, and the fact that it's Fairtrade means I choose it over

other brands every time for specialist sugar for cooking/baking.

I use them for "something special"

I've tried many other brands, but none of them are a patch on

Billingtons.

Like the ethos of Billingtons' sugars

Made for the baker who wants great taste at

good prices

VANILLA

EXTRACT

MARKET Pre, mid & post analysis

KEY FINDINGS- VANILLA EXTRACTS Brand Awareness

Nielsen Massey witnessed a +17p.p increase in brand awareness

Frequency of purchase Frequency of purchase of Nielsen Massey is up 6p.p


+17p.p

+8p.p

+2p.p -1p.p

Future purchase consideration Those considering purchasing Nielsen Massey has increased by +13p.p

+6p.p

-2p.p


+13p.p

+1p.p



Brand impression Brand impression of Nielsen Massey has increased +11p.p

+11p.p

KEY FINDINGS- NIELSEN MASSEY

Source: Immediate Insiders Silver Spoon campaign effectiveness : Pre survey: n=1100, Mid exposed n=906, Post exposed=n779


Word Association

Brand statements Open ended feedback Any agree

+9p.p

+7p.p

+6p.p +7p.p

+6p.p

+11p.p +10p.p “A good range of good quality flavourings”

“Definitely a more intense, better quality product with

great flavour - worth paying more for as it lasts”

“Expensive, quality, professional.”

“Good extracts , especially the vanilla, but a bit pricey”

“Always use this brand - reliable”

“Had not realised they were the name behind my favourite

vanilla extract, great stuff.”

CAMPAIGN EFFECTIVENESS

Overall campaign recall and engagement

Post campaign analysis

62% 61% 57%

55%

49%

18%

57% 58%

46%

51% 50%

32%

0%

10%

20%

30%

40%

50%

60%

70%

Good Food olive delicious Easy Cook Gardeners world Radio Times

Mid exposed Post exposed

CAMPAIGN RECALL

42% of the Immediate Media Co. audience recalled a least one aspect of the Bake with the Best Campaign. This equates to an audience of 1.9 million* recalling

the campaign

Questions: Do you remember seeing any of the advertisements pictured below in x magazine recently? Source: Immediate Insiders Silver Spoon campaign effectiveness : Post exposed across all titles n=779 GF:n=322, OLI:N=125, EC:n=51, DEL:n=155, GW: n=218, RT:n=391 *NRS Oct 12 – Sep 13 - total audience 4,442,000

Benchmark

55%

Benchmark

44% Benchmark

44%

Benchmark

62% Benchmark

54%

Base – Post exposed n=328

*Potential spend calculated: 1.9m of IMCo’s audience has seen an element of the ‘bake with the best’ campaign – 42% of the total audience.

33% have or intend to buy a product as a result of seeing the campaign = 627,000

627,000 x £2.90 (average cost of Billington’s Dark Muscovado sugar, Allinson’s Seed & Grain Flour and Nielsen Massey Vanilla Extract – Tesco.com)

75% interesting 57% useful 53% relevant to

me

63% overall impression = good / excellent

48% have / intend to try a featured recipe

42% have / intend to cut out and

keep any of the recipes featured

26% have / intend to visit the

bakingmad.co.uk website

33% have / intend to purchase a product –

potential spend of over £1.8m*

CAMPAIGN STATEMENTS

56%

61%

63%

61%

55%

48%

52%

52%

56%

58%

65%

65%

56%

64%

64%

58%

54%

52%

58%

59%

45%

45%

50%

58%

0% 10% 20% 30% 40% 50% 60% 70%

I valued the campaign content (e.g. recipes) just as much as a magazinearticle

I’ve enjoyed the campaign

I found the campaign informative

I think the recipes featured in the campaign are inspiring

Radio Times Gardeners' world delicious olive Easy Cook Good Food

Source: Immediate Insiders Silver Spoon campaign effectiveness : Post exposed across all titles n=328

Any agree

55%

52%

48%

45%

% total audience

CAMPAIGN STATEMENTS

Source: Immediate Insiders Silver Spoon campaign effectiveness : Post exposed across all titles n=328

Any agree

44%

44%

40%

34%

27%

53%

43%

45%

48%

29%

62%

64%

44%

48%

44%

62%

56%

48%

52%

40%

57%

45%

52%

48%

38%

44%

57%

50%

49%

36%

0% 10% 20% 30% 40% 50% 60% 70%

It is different compared to other advertising campaigns

The campaign is aimed at people like me

I trust the campaign

The campaign has really caught my attention

The campaign made me want to find out more about thebaking products advertised

Radio Times Gardeners' World delicious olive Easy Cook Good Food

49%

45%

40%

39%

27%

% total audience

OPEN ENDED FEEDBACK

“an interesting diversion from the run of the mill advertisements and a real encouragement

to shed the inertia and have a go!”

“I would love to bake more but we would put on too

much weight and so I don't bake much.”

“Terrific campaign!”

“It would have been nice if they added gluten free options”

“made me think about different areas of the country and the foods that are related to those areas. eg.

Lancashire cheese ”

“A good idea, but I like to try things a bit more adventurous, however a good

promotional idea for people who may not have tried the products like I have.”

“I am not a baker, but if I were interested I would have found this a good campaign with

recipes and brand recommendations.”

“I usually ignore adverts, but I have enjoyed these.”

“It's a great idea and would be good if it could be kept

going.”

“I hope it continues”

“I enjoy advertising that gives ways to use the products being advertised in this case recipes”

“Love it - carry on!”

“Please the recipes coming ”

SUMMARY

SUMMARY The ‘Bake with the Best’ campaign has been successful at raising awareness of the Silver Spoon brands

• -Nielsen Massey brand awareness up +17p.p. to 24% awareness

• - Billington’s brand awareness up +18p.p to 77% awareness

• - Allinson brand awareness up +7p.p to 94% awareness

‘Bake with the Best’ campaign has effectively communicated Silver Spoon’s product advantages

• - ‘Nielsen Massey has high quality flavoured extracts’ +11p.p to 24% agree

• - ‘Billington’s has a superior taste to other sugar’ +2p.p to 33% agree

Intention to purchase the ‘Bake with the Best’ products has increased

• - Nielsen Massey up +13p.p to 21% would definitely/probably buy in the future

• - Billington’s up +9p.p to 49% would definitely/probably buy in the future

• - Allinson up +4p.p to 50% would definitely/probably buy in the future

The ‘Bake with the Best’ campaign resonated with the IMCo audience

• - 42% of the IMCo audience recalled at least one aspect of the Bake with the Best campaign

• - Audience of 1.9 million

• - Those features in olive gaining the highest recall score - 58%

• - Over 7 in 10 of the IMCo audience found the campaign interesting

• - Nearly 5 in 10 have or intend to try one of the featured recipes

ROI of 2.7:1 – potential spend of over £1.8m

APPENDIX Ad effectiveness

Q. Do you remember seeing any of the 'Bake with the Best' advertisement features below in BBC Good Food magazine? Please select the ones you remember seeing. Post n=322

Q. Do you remember seeing any of the 'Bake with the Best' advertisement features below in olive magazine? Please select the ones you remember seeing. Post survey=n125

Q. Do you remember seeing any of the 'Bake with the Best' advertisement features below in delicious. magazine? Please select the ones you remember seeing. Post survey=n155

September 18%

October 13%

November 25%

December 23%

January 10%

August 19%

Q. Do you remember seeing any of the 'Bake with the Best' advertisement features below in BBC Easy Cook magazine? Please select the ones you remember seeing. Post survey=n51

Q. Do you remember seeing any of the 'Bake with the Best' advertisement features below in Gardeners' World magazine? Please select the ones you remember seeing. Post survey=n218

September 27%

October 14%

November 23%

December 31%

January 16%

August 24%

Q. Do you remember seeing the 'Bake with the Best' advertisement feature below in Radio Times magazine? Please select one answer option only. Post survey=n391

17th – 23rd August 7%

12th – 18th October 13%

19th – 25th October 14%

26th October – 1st November 11%

30th November – 6th December 19%

BAKING SHOPPING BEHAVIOUR Pre, mid & post campaign analysis

BAKING PRODUCTS PURCHASED

Source: Immediate Insiders Silver Spoon campaign effectiveness : Pre survey= n1100, Mid survey=n1134, Post survey: n=992

Q. Which of these have you bought in the last 12 months?

+5p.p

+3p.p

+2p.p

-10p.p

-3p.p

-9p.p

-6p.p

-6p.p

-3p.p

89%

84%

74%

71%

63%

43%

41%

25%

24%

93%

87%

78%

65%

61%

38%

37%

22%

20%

94%

87%

76%

61%

60%

34%

35%

19%

21%

Plain Flour

Self-Raising Flour

Baking ingredients such as baking soda/bicarbonate ofsoda, cream of tartar, gelatine, glucose, glycerine,…

Vanilla flavourings, vanilla extracts, vanilla paste or vanillapods

Chocolate for baking

Chocolate chips

Other flavourings, pastes or extracts (e.g. Almond,Peppermint etc)

Tubes of icing for decorating or writing

Cake mixes/ baking kits/ decorating kits

Pre

Mid

Post

FREQUENCY BAKE

Source: Immediate Insiders Silver Spoon campaign effectiveness : Pre survey= n1100, Mid survey=n1134 , Post survey: n=992

Question 3. Thinking about things you can bake in the oven, such as whole cakes (e.g. victoria sponge, carrot cake or baked cheesecakes), individual cakes (e.g. cupcakes, fairy cakes, muffins or brownies), biscuits or cookies…. How often do you personally bake things such as these at home, either from scratch (when we refer to scratch we mean making it yourself using raw ingredients such as flour, eggs, sugar) or using a mix bought from a shop

Over 7 in 10 are purchasing more specialist baking ingredients such as bicarbonate of soda and gelatine

Nearly 7 in 10 of our audience are baking things such as Victoria sponges or cheesecakes at least once a month or more frequently

-2p.p

-6p.p -2p.p

+5p.p

+1p.p

+1p.p

9%

27% 26%

14%

12%

5%

3% 2% 2%

8%

25% 24%

15%

13%

5%

3% 4% 4%

7%

21%

24%

14%

17%

6%

3% 3%

5%

0%

5%

10%

15%

20%

25%

30%

Couple oftimes aweek

Aboutonce aweek

Aboutonce

every fewweeks

Aboutonce amonth

Aboutonce

every fewmonths

Aboutonce

every 6months

Aboutonce ayear

Less often I don’t bake at all

Pre

Mid

Post+5p.p

66%

63%

61%

57%

50%

31%

20%

11%

64%

56%

52%

50%

38%

34%

19%

17%

62%

54%

45%

45%

36%

32%

16%

14%

I would say I am a confident baker

I like experimenting with different ingredients when Ibake

I wish I had more time to bake

I'm really passionate about baking

I work hard to make time to bake, as I enjoy the process

I always tend to stick to the same one or two recipes as Iknow how to make them

I’m often put off baking because I don’t have all the baking products/ ingredients needed in stock at home

I only really bake when I have to

Pre

Mid

Post

BAKING STATEMENTS

Source: Immediate Insiders Silver Spoon campaign effectiveness : Pre survey= n1100, Mid survey=n1134, Post survey: n=992

Question 4. How much do you agree with the following statements?

Confident and experimental bakers, 62% considering themselves as confident bakers however decline in

agreement with several key baking statements

-4p.p

-1p.p

-14p.p

-12p.p

-16p.p

-9p.p

+3p.p

-4p.p

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Every week Everyfortnight

About once amonth

Every 2-5months

Every 6months

Less often Never

Pre

Mid

Post

FREQUENCY PURCHASE BAKING PRODUCTS

Source: Immediate Insiders Silver Spoon campaign effectiveness : Pre survey= n1100, Mid survey=n1134, Post survey -992

Question 2 . How often do you buy the following ingredients?

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Pre

Mid

Post

Plain flour Self-raising flour

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Pre

Mid

Post

Chocolate chips Chocolate for baking

0%

10%

20%

30%

40%

50%

60%

Pre

Mid

Post

Other flavourings, pastes or extracts Tubes of ices for

decorating or writing

Cake mixes / baking kits / decorating kits

LIFESTYLE STATEMENTS

Source: Immediate Insiders Silver Spoon campaign effectiveness : Pre survey= n1100, Mid survey=n1087, Post survey - 947

Question 5. Below are some statements other people have made about themselves. To what extent would you agree or disagree with each one as a description of you?

-2p.p

88%

83%

76%

14%

86%

76%

76%

12%

86%

76%

76%

14%

I try to lead a healthy lifestyle

I’m really into food and like trying new things

I try to avoid artificial ingredients

I frequently use ready meals as they are quick andconvenient

Pre

Mid

Post

-7p.p

BRAND AWARENESS- ALL BRANDS


Question 8 . And which, if any, of the following baking product brands have you heard of? Prompted

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Pre

Mid

Post

Source: Immediate Insiders Silver Spoon campaign effectiveness : Overall post recalled: n=328 Q. Which, if any, of the following did you do or do you intend to do after seeing the ‘Bake with the best’ advertisement features?

CALL TO ACTION 51%

44%

39% 39%

33% 30%

42%

37%

29%

47%

25%

34%

0%

10%

20%

30%

40%

50%

60%

delicious olive Easy Cook Good Food RadioTimes

Gardeners'World

Looked for the product in store

Mid

Post

19%

16% 17%

12% 11%

12%

14%

12%

10% 10%

3%

8%

0%

2%

4%

6%

8%

10%

12%

14%

16%

18%

20%


Gardeners'World

Looked for the product online

Mid

Post

53% 48%

44% 41%

23%

37%

28% 29%

23%

31%

22%

34%

0%

10%

20%

30%

40%

50%

60%


Gardeners'World

Clipped or saved the ad

Mid

Post

31%

20%

28%

16% 17%

13%

32%

27%

19% 21%

13%

21%

0%

5%

10%

15%

20%

25%

30%

35%


Gardeners'World

Talked to someone about it

Mid

Post

24%

18%

11%

15% 16%

13%

20%

12%

19% 18%

9%

15%

0%

5%

10%

15%

20%

25%

30%


Gardeners'World

Recommended the product to someone

Mid

Post

Q. And which, if any, of the following baking brands have you heard of? Please select all that apply.

91% 91% 88%

93% 92% 92% 92% 91% 92% 92% 93% 90%

20%

40%

60%

80%

100%

Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Jan-14

Silver Spoon Sugar

Silver Spoon Sugar

-1p.p decrease in awareness from beginning of campaign in Feb 2013 to Jan 2014


80%

86% 82%

87% 88% 89% 86% 88%

90% 89% 88% 88%

20%

40%

60%

80%

100%


Allinson Flour

Allinson Flour

+8p.p increase in awareness from beginning of campaign in Feb 2013 to Jan 2014


44%

55% 54% 57% 57% 56%

59% 58% 62% 61% 61%

65%

0%

20%

40%

60%

80%

100%


Billington’s

Billingtons



5%

9% 10%

12% 12% 13%

16% 16%

18% 19%

15%

20%

0%

2%

4%

6%

8%

10%

12%

14%

16%

18%

20%

22%

24%

26%

28%

30%


Nielsen Massey

Nielsen Massey


Q. Have you seen any advertising with the following logo ‘Bake with the best’ on it, in last month, if so please let us know where you have seen it? Please let us know if you have seen the logo below on any advertising and select where, if at all, you have seen this campaign.

2%

5%

8% 7%

10% 10% 11%

16% 17%

21% 22%

20%

0%

3%

6%

9%

12%

15%

18%

21%

24%

27%

30%


Recall in magazines

Magazines

+18p.p increase in awareness of ‘bake with the best’ magazine advertising from Feb 2013 to Jan 2014

Q. Which, if any, of the following brands do you most associate with the ‘Bake with the best’ campaign? Please select all that apply.

44%

33%

45% 49%

54%

65% 61%

54% 53% 48%

56% 58%

38%

15% 18% 16%

19% 24% 24%

15%

23% 24%

17% 12%

31%

40%

47%

37%

48% 50%

43% 52% 44% 42%

33%

40%

6% 8% 9% 10% 12% 10%

16% 13% 15% 17%

8% 5%

0%

10%

20%

30%

40%

50%

60%

70%


Billingtons Silverspoon Allinsons flour Nielsen Massey

High association with Billington’s and Allinson Flour with the ‘Bake with the best campaign’, peaking around the mid point of the activity

23% 21% 20%

17%

12% 12% 10%

25% 26%

22% 25% 26%

21%

16%

31%

38%

30%

35%

28% 30%

27% 28%

30%

26%

33%

27% 24%

19%

31% 31% 28%

32%

28%

22% 25% 26%

29%

27%

29%

25%

21% 21%

29%

38%

33% 34% 31%

27% 24%

29%

36%

31%

36%

30%

21%

27% 28%

33%

29%

38%

33%

25% 27%

24%

31% 29%

37%

30%

23%

28%

24%

33%

29%

35%

28%

22% 25% 26%

34%

28%

37%

28% 25%

27%

0%

5%

10%

15%

20%

25%

30%

35%

40%

‘The Bake with the best campaign

makes me want to find out more’

‘The Bake with the best campaign is

aimed at people like me’


presents a wide range of new

exciting baking products’

‘The Bake with the best campaign is

featured on relevant websites and in

appropriate magazines’


provides innovative recipe ideas’

‘The bake with the best campaign has

inspired me to bake’

‘The Bake with the best campaign really caught my attention’

Baking statements - Any agree

Feb-13Mar-13Apr-13May-13Jun-13Jul-13Aug-13Sep-13Oct-13Nov-13Dec-13Jan-14

Highest agreement with the statements ‘the… campaign is aimed at people like me’ and ‘the… campaign is featured on relevant websites and in appropriate magazines’ showing the synergy between the IMCo audience and the ‘bake with the best’ campaign.

Average – 27%

Average – 32%

Average – 28%

Average – 32%

Average – 27%

Average – 23% Average – 23%

Silver spoon · 2015. 1. 14. · silver spoon where possible. Great taste no matter what you use it...

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Transcript of Silver spoon · 2015. 1. 14. · silver spoon where possible. Great taste no matter what you use it...