Community Newspaper Group delivers Food For Thought in a can to agencies and media shops

Community Newspaper Group has launched a new direct campaign to agencies delivering mystery cans to their doors. Labelled ‘Food for Thought’ the only hint to the contents was a warning: CAUTION Contents may open up new business.

Scanning the can’s QR code delivered an online presentation containing stats of crucial significance regarding the behaviour of household grocery buyers.

The presentation also revealed the contents of the delivered can – apple pie filling – with an important corresponding message: Agencies should not settle for second best in anything! Instead if they called their Community Newspaper Group account executive for a meeting they would not only discover new opportunities but would also receive a hot cooked apple pie in the bargain.

The promotion was a Community Newspaper Group initiative to highlight the results of a recent Marketintel survey. The new research revealed that a vast proportion readers looked to their local Community newspaper for grocery advertising.

Community Newspaper Group marketing manager Katie Roberts said it was well known that the grocery buyer was a lucrative and powerful consumer segment.

“Our research revealed what our readers look for in advertising,” she said. “Eighty-two percent of Community newspaper readers read grocery advertising, and 93% agree they like to shop locally. The tins of apples were a quirky way to get the highlights from the research out to agencies. The added bonus – everyone gets an opportunity for their slice of the pie.”