The Sun and News of the World have forged an alliance with Tesco’s Clubcard to launch a joint promotion to attract female readers. News Group Newspapers, which publishes both titles, is backing the launch with a multimillion pound national TV, radio, women’s press and outdoor ad campaign. The push will run throughout September. In a long-term promotion, readers who buy five copies of The Sun in any one week will receive 25 Clubcard points. If they also buy the News of the World in the same week they will receive an additional 25 points. Customers spending &£8.40 over four weeks on the two titles will receive 200 Clubcard points. Andy Agar, promotions director of NGN, says: “Our partnership with Tesco demonstrates our continued commitment to deliver compelling reasons for readers to buy our titles.” Roland Agambar, NGN media manager, says: “This campaign is a departure from our traditional strategy, using a broader selection of media while specifically addressing our female readers where greater loyalty and purchase frequency can be achieved.” Tesco will be supporting the initiative through Clubcard mailings and in-store point-of-sale displays.
At the end of every week I look at the key stories, offering my view on what they mean for you and the industry. From crowning Walkers’ ‘CrispIN or CrispOUT’ as April’s most effective ad campaign to exploring the resurgence of brand characters, it’s been a busy week. Here is my take.
Analysts argue brands will have to be careful about where they place their products, as governing bodies and tournament holders may have to “bow down” to influential athletes who want to set a good example to the future generation.
Brands, agencies and media owners are all invited to put a team forward for the popular competitive event, which is raising money for Stand Up To Cancer.
With its ‘Make Good Things Happen’ brand platform, Morrisons is aiming to highlight the quality and sustainability of its fresh produce after its research showed consumers increasingly want to know how their food is sourced.