PROVING NEWSPAPERS WORK: INTEGRATED … - Intergrated... · Crush, Mug Root Beer 7UP OR PEPSI 12 x...
2
CASE STUDY TRUSTED Ι CONNECTED Ι TARGETED The Challenge With many retailers offering some grocery products, from drug retailers to mass merchandisers to local fruit and vegetable shops, a local grocery store wanted to make sure it stood out. The Objective To position Claytons Heritage Market as the best grocery shopping option with roots in the community. The Plan For groceries, Canadians, by far, consult newspapers for information. 59% of Canadians refer to newspapers (print or online) to source this information - outscoring the next media, online (not newspaper), by three times! 1 Also 60% of consumers are more likely to engage with an ad if its location is relevant to them. 2 Claytons Heritage Market decided to use local newspapers to communicate its “locally owned and operated” message. It is the right medium to connect with the community. Rather than adding an insert to the distribution of the paper, its two-page ads are integrated into the newspaper in two locations – always appearing on page 15 & 16 and on pages 57 & 58. Claytons holds these positions in every edition so that the community knows where to look for their weekly features. Furthermore, the two pages on 15/16 are on the same sheet as the two pages at the back allowing shoppers to pull the ads out of the paper and use it just like they would a flyer. This way Claytons leverages the power of being within the pages of the newspaper as well as the look and feel of a flyer for those wanting to pull it out and take with them. In effect, their four ad pages completes a full four page flyer. PROVING NEWSPAPERS WORK: INTEGRATED INSERTS roduce P M eat Trail Bay Mall, Sechelt www.claytons.ca • DELI & MEAT 604-885-9812 • PRODUCE & FLORAL 604-885-9841 • HEAD OFFICE 604-885-2025 • BAKERY 604-885-9823 per lb., 8.80 / kg. each resh in every way, every day! F 1 0 0 % L O C A L L Y O W N E D 60 of service YEARS A N D O P E R A T E D Boneless Skinless, Any Size Pkg., Regular or Marinated CHICKEN BREAST 5 99 Prices in effect Mar. 19 - 25 • OPEN: Fri 9am - 9pm • Sat 9am - 7pm • Sun 10am - 6pm • Mon - Thurs 9am - 7pm Boneless Centre Cut, Regular, Marinated or Stuffed PORK LOIN ROAST 6.59 / kg. ............................... per lb. . ..... 2 99 Boneless Sirloin End, Any Size Pkg., Regular, Marinated or Stuffed PORK CHOPS 5.93 / kg. ............................... per lb. . ..... 2 69 Breaded, Any Size Pkg. PORK CUTLETS 6.59 / kg. ............................... per lb. . ..... 2 99 Fresh From Australia, Whole, Shank or Butt End LEG OF LAMB 13.87 / kg. ............................. per lb. . ..... 6 29 Schneiders, Regular, All Chicken, All Beef Dinner Franks or ALL BEEF WIENERS 450 g. .........................................................3 99 Harvest, 5 Varieties SAUSAGE CHUBS 375 g. ........................................................ 4 79 Johnsonville, 3 Varieties SAUSAGES 375 g. .........................................................3 99 Johnsonville, 5 Varieties SAUSAGES 500 g. ....................................................... 3 99 Grimm’s, 4 Varieties PEPPERONI 375 - 500 g. ................................................6 69 El Monterey, Bean & Cheese, Beef & Bean or CHICKEN AND RICE BURRITOS 907 g. ........................................................ 4 69 Fort Hardy BACON 375 g. ........................................................ 3 29 rganic roduce O P Imported ORGANIC MANGOES 1 49 Flordia PINK GRAPEFRUIT 2/ 98 ¢ Mexico ASPARAGUS 6.56/ kg. ...................... per lb. ...........2 98 U.S. CAULIFLOWER each ........................................................1 69 California, Small WHITE POTATOES 2.18/ kg. ...................... per lb. ......99 ¢ Chile, Green SEEDLESS GRAPES 4.38/ kg. ...................... per lb. ..............1 99 California, Washed SPINACH LEAVES 255 g. .....................................................1 99 Fresh Express, Old Fashioned, Iceberg Garden or 3 COLOUR COLESLAW 340 g., 454 g. .........................................1 99 U.S. Grown PINK LADY APPLES 98 ¢ California, Organic BUNCH BEETS bunch ........................................................1 99 U.S. Grown ORGANIC KIWI FRUIT 1 lb. bag ................................................ 2 88 Cut From Canada Grade AA Beef BARON OF BEEF INSIDE ROUND ROAST 3 99 per lb., 13.21 / kg. Friday, March 18, 2011 • Coast Reporter • 15 per lb., 2.16/ kg. HOT PRICE! HOT PRICE! • DELI & MEAT 6 • BAKERY Real Names • Real Value Carnation Rolo HOT CHOCOLATE 500 g. ................................................4 48 Old Dutch BAKED PRETZELS 340 - 400 g. ....................................... 2 88 Old Dutch Crunchy or CHEESE PLEESERS 285 - 310 g. ........................................2 98 akery B STRAWBERRY APPLE RHUBARB SQUARE each ................................................ 89¢ HOT DOG BUNS pkg. of 6 ................................................1 79 APRICOT WHOLEGRAIN BREAD 454 g. ...................................................3 19 rozen F eafood S Jasmine POMEGRANATE JUICE 946 mL. .............................5 38 CHOCOLATE CHUNK COOKIES 3 99 McCain HASH BROWNS 1 68 CHEEMO PEROGIES 2 78 Prices in effect Mar. 19 - 25 OPEN: Fri 9am - 9pm • Sat 9am - 7pm • S Aylmer, Regular or No Salt TOMATO SAUCE 680 mL. ................................................ 1 38 Amp ENERGY DRINKS 473 mL. ................................................ 1 98 Kellogg’s Cereal RICE KRISPIES 700 g. ................................................ 4 98 Emma, Strained Tomatoes PASSATA 720 mL. ................................................ 1 78 MINI CHERRY STRUDEL 2 49 1 kg. pkg. of 3 Earth’s Choice, Extra Virgin ORGANIC OLIVE OIL 500 mL. 6 98 Crush, Mug Root Beer 7UP OR PEPSI 12 x 355 mL. 4 58 Our decorators can reproduce photos on your cake Email us your photograph to [email protected] and we’ll digitally reproduce it using edible inks onto the top of your custom cake. Make your next birthday, anniversary or event extra special! Fresh SOLE FILLETS 1 59 Old Dutch, Baked POTATO CRISPS 200 g. 2 78 Previously Frozen, Portioned HALIBUT CHUNKS per 100 g. ...............................................3 49 Highliner COD NUGGETS per 100 g. ................................................. 1 99 Previously Frozen WILD SOCKEYE SALMON STEAKS per 100 g. ................................................. 1 39 Kellogg’s Cereal CORN FLAKES 750 g. 4 28 Gold Seal, Skipjack CHUNK LIGHT TUNA 170 g. ..................................... 1 18 per 100 g. pkg. of 6 AQUAFINA WATER 6 x 710 mL. 3 98 16 • Coast Reporter • Friday, March 18, 2011 907 g.
Transcript of PROVING NEWSPAPERS WORK: INTEGRATED … - Intergrated... · Crush, Mug Root Beer 7UP OR PEPSI 12 x...
CASE STUDY
TRUSTED Ι CONNECTED Ι TARGETEDFor further case studies, go to www.newspaperscanada.ca
The Challenge
With many retailers offering some grocery products, from drug retailers to mass merchandisers to local fruit and vegetable shops, a local grocery store wanted to make sure it stood out.
The ObjectiveTo position Claytons Heritage Market as the best grocery shopping option with roots in the community.
The PlanFor groceries, Canadians, by far, consult newspapers for information. 59% of Canadians refer to newspapers (print or online) to source this information - outscoring the next media, online (not newspaper), by three times!1
Also 60% of consumers are more likely to engage with an ad if its location is relevant to them.2
Claytons Heritage Market decided to use local newspapers to communicate its “locally owned and operated” message. It is the right medium to connect with the community.
Rather than adding an insert to the distribution of the paper, its two-page ads are integrated into the newspaper in two locations – always appearing on page 15 & 16 and on pages 57 & 58. Claytons holds these positions in every edition so that the community knows where to look for their weekly features.
Furthermore, the two pages on 15/16 are on the same sheet as the two pages at the back allowing shoppers to pull the ads out of the paper and use it just like they would a flyer. This way Claytons leverages the power of being within the pages of the newspaper as well as the look and feel of a flyer for those wanting to pull it out and take with them. In effect, their four ad pages completes a full four page flyer.
PROVING NEWSPAPERS WORK: INTEGRATED INSERTS
roduceP
Meat
Trail Bay Mall, Sechelt
www.claytons.ca
• DELI & MEAT 604-885-9812 • PRODUCE & FLORAL 604-885-9841
• HEAD OFFICE 604-885-2025• BAKERY 604-885-9823
per lb.,8.80 / kg.
each
resh in every way,every day!
F
100%
LOCALLY OWNED 60of service
YEARS AND OPERATED
Boneless Skinless, Any Size Pkg.,
Regular or Marinated
CHICKEN BREAST
599
Prices in effect Mar. 19 - 25 • OPEN: Fri 9am - 9pm • Sat 9am - 7pm • Sun 10am - 6pm • Mon - Thurs 9am - 7pm
Boneless Centre Cut, Regular, Marinated or Stuffed
PORK LOIN ROAST6.59 / kg. ............................... per lb. . .....299
Boneless Sirloin End, Any Size Pkg., Regular, Marinated or Stuffed
PORK CHOPS5.93 / kg. ............................... per lb. . .....269
Breaded, Any Size Pkg.
PORK CUTLETS6.59 / kg. ............................... per lb. . .....299
Fresh From Australia, Whole, Shank or Butt End
LEG OF LAMB13.87 / kg. ............................. per lb. . .....629
Schneiders, Regular, All Chicken, All Beef Dinner Franks or
ALL BEEF WIENERS450 g. .........................................................399
Harvest, 5 Varieties
SAUSAGE CHUBS375 g. ........................................................479
Johnsonville, 3 Varieties
SAUSAGES375 g. .........................................................399
Johnsonville, 5 Varieties
SAUSAGES500 g. ....................................................... 399
Grimm’s, 4 Varieties
PEPPERONI375 - 500 g. ................................................669
El Monterey, Bean & Cheese, Beef & Bean or
CHICKEN AND RICE BURRITOS907 g. ........................................................469
Fort Hardy
BACON375 g. ........................................................329
rganic roduceO P
Imported
ORGANIC MANGOES
149
Flordia
PINK GRAPEFRUIT
2/98¢
Mexico
ASPARAGUS6.56/ kg. ...................... per lb. . ..........298
U.S.
CAULIFLOWEReach ........................................................169
California, Small
WHITE POTATOES2.18/ kg. ...................... per lb. . .....99¢Chile, Green
SEEDLESS GRAPES4.38/ kg. ...................... per lb. . .............199
California, Washed
SPINACH LEAVES255 g. .....................................................199
Fresh Express, Old Fashioned, Iceberg Garden or
3 COLOUR COLESLAW340 g., 454 g. .........................................199
U.S. Grown
PINK LADY APPLES
98¢
California, Organic
BUNCH BEETS bunch ........................................................199
U.S. Grown
ORGANIC KIWI FRUIT 1 lb. bag ................................................288
Cut From Canada Grade AA Beef
BARON OF BEEF INSIDE ROUND ROAST
399
per lb., 13.21 / kg.
Friday, March 18, 2011 • Coast Reporter • 15
per lb.,2.16/ kg.
HOT PRICE!
HOT PRICE!
• DELI & MEAT 604-885-9812 • PRODUCE & FLORAL 604-885-9841 • BAKERY 604-885-9823 • HEAD OFFICE 604-885-2025
www.claytons.ca
Real Names • Real Value
Carnation Rolo
HOT CHOCOLATE500 g. ................................................448Old Dutch
BAKED PRETZELS340 - 400 g. .......................................288Old Dutch Crunchy or
CHEESE PLEESERS285 - 310 g. ........................................298
eliD airyDakeryB
Dairyland 18%
COFFEE CREAM1 L. ....................................................348
Kraft Seclected
CHEESE SLICES500 g. .................................................538
Dairyland 2%, 1%, Fat Free
COTTAGE CHEESE500 g. ................................................328
Multipack
DAIRYLAND YOGURTS12 x 100-125 g. ....................................598
Multipack
NATURE’S TREAT YOGURT8 x 100 g. ............................................358
Mava Foods
CHICKEN CHOW MEINper 100 g. ............................................. 139
Bulk
COW FETA CHEESEper 100 g. ..............................................169
A Rugged Mature CheddarCOASTAL CHEESE490 g. .............................................1339
Assorted Flavours
SUMMERFRESH DIPS227 g. ................................................329
Teriyaki, Original, Cracked Wheat or Onion & Garlic
SESMARK CRACKERS90 g. ..................................................289
Located in Trail Bay Centre, Sechelt, B.C.
STRAWBERRY APPLE RHUBARB SQUAREeach ................................................89¢HOT DOG BUNSpkg. of 6 ................................................179
APRICOT WHOLEGRAIN BREAD454 g. ...................................................319
rozenF
eafoodS
per 100 g.
per 100 g.
Grimm’s
BEER & SUMMER SAUSAGE
139
Jasmine
POMEGRANATE JUICE 946 mL. .............................538
CHOCOLATE CHUNK
COOKIES
399
McCain
HASH BROWNS
168
CHEEMO PEROGIES
278
Schneider’s, Fat Free
TURKEY BREAST
249
Old Dutch Restaurante
TORTILLA CHIPS
280 - 360 g.
298
Prices in effect Mar. 19 - 25 OPEN: Fri 9am - 9pm • Sat 9am - 7pm • Sun 10am - 6pm • Mon - Thurs 9am - 7pm Prices in effect Mar. 19 - 25/2011
Aylmer, Regular or No Salt
TOMATO SAUCE680 mL. ................................................138Amp
ENERGY DRINKS473 mL. ................................................198Kellogg’s Cereal
RICE KRISPIES700 g. ................................................498Emma, Strained Tomatoes
PASSATA720 mL. ................................................178
Real Names • Real Value
Low Alcohol
BECK’S BEER6 x 330 mL. .......................................888Emma, Marinated
ARTICHOKE HEARTS170 mL. ...............................................148R.W. Knudsen Juice
JUST BLUEBERRY946 mL. .............................................798
Friskie’s
CAT FOOD 156 g. ..............3/198
Pedigree Vitality Plus
DOG FOOD 8 kg. .........................1698
Assorted Varieties
DELMONTEPINEAPPLE
398 mL.
118
Adam’s Natural
PEANUT BUTTER
500 g.
358
R.W. Knudsen Blueberry
ORGANIC NECTAR946 mL. ..............................................358R.W. Knudsen, Lemon Ginger
ECHINACEA JUICE946 mL. ..............................................378Laundry Powder
ABC DETERGENT40 load ...............................................698Irish Spring, Original
BAR SOAPS3 x 90 g. .............................................238
MINI CHERRY STRUDEL 249
1 kg.pkg. of 3
Earth’s Choice, Extra Virgin
ORGANICOLIVE OIL
500 mL.
698
Crush, Mug Root Beer
7UP OR PEPSI
12 x 355 mL.
458
Purex, Double Size Roll
BATHROOM TISSUE4 roll pkg.
348
Our decorators can reproduce photos on your cake
Email us your photograph to [email protected] and we’ll digitallyreproduce it using edible inks onto the top of your custom cake.
Make your next birthday, anniversary or event extra special!
2 L. jug
Dairyland 3%, 2%, 1%, Skim
ORGANIC MILK
488
resh in every way,every day!
F
100%
LOCALLY OWNED 60of service
YEARS AND OPERATED
Fresh
SOLE FILLETS
159
Old Dutch, Baked
POTATO CRISPS
200 g.
278
1 L.
Previously Frozen, Portioned
HALIBUT CHUNKSper 100 g. ...............................................349 Highliner
COD NUGGETSper 100 g. .................................................199
Previously Frozen
WILD SOCKEYE SALMON STEAKSper 100 g. .................................................139
Kellogg’s Cereal
CORN FLAKES
750 g.
428
Gold Seal, Skipjack
CHUNK LIGHT TUNA 170 g. .....................................118
Come in and see our new & improved cheese
selection!
per 100 g.pkg. of 6
AQUAFINAWATER6 x 710 mL.
398
Dairyland 6% Light or
10% Half & Half
CREAMO
288
Friday, March 18, 2011 • Coast Reporter • 5716 • Coast Reporter • Friday, March 18, 2011
907 g.
Cadbury
MINI EGGS 39 g.
3/198
CASE STUDY
TRUSTED Ι CONNECTED Ι TARGETEDFor further case studies, go to www.newspaperscanada.ca
The CreativeThe objective was for the creative to reaffirm the grocer’s close-knit ties to the community while also featuring its fresh products. The headline highlights its 60 years of service. While the “succulent” visuals reinforce its strength in key product areas such as produce, meats and dry goods. Specials are, of course, a key part of the communication.
Claytons Heritage Market is thrilled with their placement within our newspaper. Being an integrated insert helps them get noticed. As well, our ability to place them on the same pages allows them to become part of content – an expected contributor to the community.
- Peter Kvarnstrom, Publisher, Coast Reporter
The Results
• DELI & MEAT 604-885-9812 • PRODUCE & FLORAL 604-885-9841 • BAKERY 604-885-9823 • HEAD OFFICE 604-885-2025
www.claytons.ca
Real Names • Real Value
Carnation Rolo
HOT CHOCOLATE500 g. ................................................448Old Dutch
BAKED PRETZELS340 - 400 g. .......................................288Old Dutch Crunchy or
CHEESE PLEESERS285 - 310 g. ........................................298
eliD airyDakeryB
Dairyland 18%
COFFEE CREAM1 L. ....................................................348
Kraft Seclected
CHEESE SLICES500 g. .................................................538
Dairyland 2%, 1%, Fat Free
COTTAGE CHEESE500 g. ................................................328
Multipack
DAIRYLAND YOGURTS12 x 100-125 g. ....................................598
Multipack
NATURE’S TREAT YOGURT8 x 100 g. ............................................358
Mava Foods
CHICKEN CHOW MEINper 100 g. ............................................. 139
Bulk
COW FETA CHEESEper 100 g. ..............................................169
A Rugged Mature CheddarCOASTAL CHEESE490 g. .............................................1339
Assorted Flavours
SUMMERFRESH DIPS227 g. ................................................329
Teriyaki, Original, Cracked Wheat or Onion & Garlic
SESMARK CRACKERS90 g. ..................................................289
Located in Trail Bay Centre, Sechelt, B.C.
STRAWBERRY APPLE RHUBARB SQUAREeach ................................................89¢HOT DOG BUNSpkg. of 6 ................................................179
APRICOT WHOLEGRAIN BREAD454 g. ...................................................319
rozenF
eafoodS
per 100 g.
per 100 g.
Grimm’s
BEER & SUMMER SAUSAGE
139
Jasmine
POMEGRANATE JUICE 946 mL. .............................538
CHOCOLATE CHUNK
COOKIES
399
McCain
HASH BROWNS
168
CHEEMO PEROGIES
278
Schneider’s, Fat Free
TURKEY BREAST
249
Old Dutch Restaurante
TORTILLA CHIPS
280 - 360 g.
298
Prices in effect Mar. 19 - 25 OPEN: Fri 9am - 9pm • Sat 9am - 7pm • Sun 10am - 6pm • Mon - Thurs 9am - 7pm Prices in effect Mar. 19 - 25/2011
Aylmer, Regular or No Salt
TOMATO SAUCE680 mL. ................................................138Amp
ENERGY DRINKS473 mL. ................................................198Kellogg’s Cereal
RICE KRISPIES700 g. ................................................498Emma, Strained Tomatoes
PASSATA720 mL. ................................................178
Real Names • Real Value
Low Alcohol
BECK’S BEER6 x 330 mL. .......................................888Emma, Marinated
ARTICHOKE HEARTS170 mL. ...............................................148R.W. Knudsen Juice
JUST BLUEBERRY946 mL. .............................................798
Friskie’s
CAT FOOD 156 g. ..............3/198
Pedigree Vitality Plus
DOG FOOD 8 kg. .........................1698
Assorted Varieties
DELMONTEPINEAPPLE
398 mL.
118
Adam’s Natural
PEANUT BUTTER
500 g.
358
R.W. Knudsen Blueberry
ORGANIC NECTAR946 mL. ..............................................358R.W. Knudsen, Lemon Ginger
ECHINACEA JUICE946 mL. ..............................................378Laundry Powder
ABC DETERGENT40 load ...............................................698Irish Spring, Original
BAR SOAPS3 x 90 g. .............................................238
MINI CHERRY STRUDEL 249
1 kg.pkg. of 3
Earth’s Choice, Extra Virgin
ORGANICOLIVE OIL
500 mL.
698
Crush, Mug Root Beer
7UP OR PEPSI
12 x 355 mL.
458
Purex, Double Size Roll
BATHROOM TISSUE4 roll pkg.
348
Our decorators can reproduce photos on your cake
Email us your photograph to [email protected] and we’ll digitallyreproduce it using edible inks onto the top of your custom cake.
Make your next birthday, anniversary or event extra special!
2 L. jug
Dairyland 3%, 2%, 1%, Skim
ORGANIC MILK
488
resh in every way,every day!
F
100%
LOCALLY OWNED 60of service
YEARS AND OPERATED
Fresh
SOLE FILLETS
159
Old Dutch, Baked
POTATO CRISPS
200 g.
278
1 L.
Previously Frozen, Portioned
HALIBUT CHUNKSper 100 g. ...............................................349 Highliner
COD NUGGETSper 100 g. .................................................199
Previously Frozen
WILD SOCKEYE SALMON STEAKSper 100 g. .................................................139
Kellogg’s Cereal
CORN FLAKES
750 g.
428
Gold Seal, Skipjack
CHUNK LIGHT TUNA 170 g. .....................................118
Come in and see our new & improved cheese
selection!
per 100 g.pkg. of 6
AQUAFINAWATER6 x 710 mL.
398
Dairyland 6% Light or
10% Half & Half
CREAMO
288
Friday, March 18, 2011 • Coast Reporter • 5716 • Coast Reporter • Friday, March 18, 2011
907 g.
Cadbury
MINI EGGS 39 g.
3/198
y aPrices in effect Mar. 19 - 25 • OPEN: Fri 9am - 9pm • Sat 9am - 7pm • Sun 10am - 6pm • Mon - Thurs 9am - 7pm
resh in every way,every day!
F
100%
LOCALLY OWNED 60of service
YEARS AND OPERATED
DELI & MEAT 604-885-9812 • PRODUCE & FLORAL 604-885-9841 BAKERY 604-885-9823 • OFFICE 604-885-2025
www.claytons.ca
Kellogg’s
JUMBO VECTOR
850 g.
698
Crispbread
WASA MULTIGRAIN
275 g., reg. 3.19
158
Royal City
ORGANIC HONEY
500 g.
548
Chicken or Turkey
STOVE TOP STUFFING
120 g.
118
Schweppes Club Soda, Ginger Ale or
TONIC WATER2 L.
178
Assorted Varieties
ROBERTSON’S MARMALADES
250 mL.
288
Selected Broths and
PACIFIC SOUPS
1 L.
298
Cortina Extra Virgin
OLIVE OIL250 mL.
298
Kellogg’s Jumbo
RAISIN BRAN
1.45 kg.
688
Sunlight Detergent
DISH LIQUID
950 mL.
278
Strawberry
SMUCKERS JAM
907 g.
598
Campbell’s
TOMATO SOUP
284 mL.
78¢
Kraft
PEANUT BUTTER
1 kg.
498
Feature Plants of the Week
By the Bunch
LEUCODENDRONSreg. 5.99
.................398
• Soft pastel Spring colours
• Indoor, easy care
• Can last 3 weeks• Burgundy exotic• Dries naturally
58 • Coast Reporter • Friday, March 18, 2011
Feature Cut Flower of the Week
F loral
Proud to support Halfmoon Bay Community School
& the Sechelt Library
(Obconica)
FAIRY PRIMULA4” pot, reg. 2.99
...................198
We believe that being part of the local newspaper helps us reinforce our position in the community. It allows us to effectively communicate our strengths and our weekly specials. This partnership has been very successful for us!
- Claytons Heritage Market
PROVING NEWSPAPERS WORK: INTEGRATED INSERTS
Source: 1 Totum Research on behalf of Newspapers Canada, National (balanced by population) online panel, English and French, 1,000 Canadian adults 18+, November 20102 Google 2011
