News International: The Sun Cereal Pack

British tabloid newspaper, The Sun, wanted to encourage readers of competitor newspapers to get in to the habit of starting their day by buying and reading The Sun.

News International: The Sun Cereal Pack

Partners Andrews Aldridge

The team

Mark Davison – Managing PartnerDaisy Domenghini – Account DirectorVicki Murfitt – CopywriterPaul Crump – Art DirectorDavid McCallen – Planning DirectorJennifer Langan – Senior Data Planner

How did the campaign make a difference?

Proven behaviour change theory, pin-sharp targeting, optimised offers and big chunk of bravery made buying The Suna habit well worth keeping. 68,822 vouchers were used over the promotional period, giving a 33% redemption rate – 43% more than the control. 27% of recipients now...

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