CASE STUDY PROVING NEWSPAPERS WORK: INTEGRATED INSERTS

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.

Friday, March 18, 2011 • Coast Reporter • 15 16 • Coast Reporter • Friday, March 18, 2011 Friday, March 18, 2011 • Coast Reporter • 57 Real Names • Real Value Real Names • Real Value Located in eat Old Dutch, Trail Bay Centre, OCALL LOCALLY Adam’s Natural L Y M % O % O Baked Sechelt, B.C. 0 W 0 W 0 N 1 0 N E PEANUT

1 Boneless Skinless, D

E POTATO

D 60

YE A 60 Any Size Pkg., • DELI & MEAT 604-885-9812 • PRODUCE & FLORAL 604-885-9841 A of service RS BUTTER YEARS N A of service CRISPS D N Regular or Marinated 500 g. D 200 g. • BAKERY 604-885-9823 • HEAD OFFICE 604-885-2025 OPE ED O RAT PERATED CHICKEN www.claytons.ca Fresh in every way, resh in every way, Trail Bay Mall, Sechelt F BREAST 78 every day! 58 • DELI & MEAT 604-885-9812 • HEAD OFFICE 604-885-2025 every day! 2 3 • PRODUCE & FLORAL 604-885-9841 • BAKERY 604-885-9823 www.claytons.ca 99 Gold Seal, Skipjack Pedigree Vitality Plus 5 per lb., CHUNK 13.21 / kg. DOG LIGHT TUNA 18 FOOD 98 170 g...... 8 kg...... Produce Boneless Centre Cut, Regular, Marinated or Stuffed 1 16 PORK LOIN ROAST 99 Carnation Rolo Earth’s Choice, Crush, Old Dutch Low Alcohol 6.59 / kg...... per lb...... 2 HOT CHOCOLATE 48 Extra Virgin Mug Root Beer Restaurante BECK’S BEER ...... 88 Boneless Sirloin End, Any Size Pkg., 500 g. 4 6 x 330 mL...... 8 Regular, Marinated or Stuffed Old Dutch ORGANIC 7UP OR TORTILLA Cadbury Emma, Marinated PORK CHOPS 69 BAKED PRETZELS 88 ARTICHOKE HEARTS 340 - 400 g...... OLIVE OIL PEPSI CHIPS MINI EGGS ...... 48 U.S. Grown 5.93 / kg...... per lb...... 2 2 170 mL. 1 Old Dutch Crunchy or 500 mL. 12 x 355 mL. 280 - 360 g. R.W. Knudsen Juice Breaded, Any Size Pkg. 39 g. CHEESE PLEESERS 98 JUST BLUEBERRY PORK CUTLETS 285 - 310 g...... 98 PINK LADY 99 2 946 mL...... 7 6.59 / kg...... per lb...... 2 98 58 98 98 APPLES Fresh From Australia, Whole, Shank or Butt End Assorted LEG OF LAMB 29 AQUAFINA 6 4 2 3/1 Varieties 13.87 / kg...... per lb...... 6 WATER Come in and see our DELMONTE Schneiders, Regular, All Chicken, new & improved cheese PINEAPPLE ¢ All Beef Dinner Franks or 6 x 710 mL. Bakery S eafood Deli selection! Dairy ALL BEEF WIENERS 99 398 mL. CHOCOLATE Schneider’s, Fat Free 98 450 g...... 3 98 Dairyland CHUNK Fresh 3%, 2%, 1%, Skim per lb., Harvest, 5 Varieties TURKEY 18 3 COOKIES SOLE FILLETS BREAST ORGANIC MILK 2.16/ kg. SAUSAGE CHUBS 79 1 375 g...... 4 Aylmer, Regular or No Salt R.W. Knudsen Blueberry Johnsonville, 3 Varieties 99 59 49 88 Mexico TOMATO SAUCE 38 ORGANIC NECTAR 58 SAUSAGES HOT PRICE! pkg. of 6 per 100 g. per 100 g. 2 L. jug ASPARAGUS 99 680 mL...... 1 3 1 2 4 946 mL...... 3 98 Previously Frozen, Portioned 375 g...... 3 Amp Mava Foods Dairyland 18% R.W. Knudsen, Lemon Ginger 6.56/ kg...... per lb...... 2 STRAWBERRY APPLE Johnsonville, 5 Varieties ENERGY DRINKS HALIBUT CHUNKS 49 COFFEE CREAM ECHINACEA JUICE U.S. 98 ...... CHICKEN CHOW MEIN 39 48 78 473 mL...... RHUBARB SQUARE per 100 g. 3 ...... 1 L...... 946 mL...... CAULIFLOWER 69 SAUSAGES HOT PRICE! 99 1 per 100 g. 1 3 3 each ...... 89¢ Highliner each ...... 1 500 g...... 3 Kellogg’s Cereal Bulk Kraft Seclected Laundry Powder RICE KRISPIES HOT DOG BUNS COD NUGGETS ABC DETERGENT California, Small Grimm’s, 4 Varieties 98 79 99 COW FETA CHEESE 69 CHEESE SLICES 38 98 700 g...... 4 pkg. of 6 ...... per 100 g...... 1 ...... 40 load ...... WHITE POTATOES 1 per 100 g...... 1 500 g. 5 6 PEPPERONI 69 Emma, Strained Tomatoes Previously Frozen Irish Spring, Original 2.18/ kg...... per lb...... 99¢ APRICOT A Rugged Mature Cheddar Dairyland 2%, 1%, Fat Free 375 - 500 g...... 6 PASSATA Chile, Green 78 WHOLEGRAIN BREAD WILD SOCKEYE COASTAL CHEESE COTTAGE CHEESE BAR SOAPS 38 rganic roduce El Monterey, Bean & Cheese, Beef & Bean or 720 mL...... 1 19 39 28 3 x 90 g...... 2 SEEDLESS GRAPES 99 O P 454 g...... SALMON STEAKS 39 490 g...... 500 g...... 3 ...... 13 3 4.38/ kg...... per lb...... CHICKEN AND per 100 g. 1 1 Jasmine Assorted Flavours Multipack Friskie’s California, Washed California, Organic RICE BURRITOS 69 Our decorators can reproduce SUMMERFRESH DIPS 29 DAIRYLAND YOGURTS SPINACH LEAVES 99 BUNCH BEETS 99 907 g...... 4 POMEGRANATE 98 CAT photos on your cake 227 g...... 3 12 x 100-125 g...... 5 255 g...... bunch ...... Fort Hardy rozen 1 1 JUICE 38 Email us your photograph to [email protected] and we’ll digitally Teriyaki, Original, Cracked Wheat FOOD 98 Fresh Express, Old Fashioned, F Multipack U.S. Grown BACON 29 946 mL...... reproduce it using edible inks onto the top of your custom cake. or Onion & Garlic 156 g...... 3/ Iceberg Garden or 5 CHEEMO PEROGIES NATURE’S TREAT YOGURT 58 1 375 g...... Make your next birthday, anniversary 3 COLOUR COLESLAW 99 ORGANIC KIWI FRUIT 88 3 SESMARK CRACKERS 89 8 x 100 g...... or event extra special! 3 340 g., 454 g...... 1 lb. bag ...... 90 g...... 2 1 2 78 Purex, Cut From Canada Kellogg’s Cereal Grade AA Beef 907 g. Grimm’s Double Size Roll 2 Dairyland Flordia Imported BARON OF CORN BEER & 6% Light or BATHROOM SUMMER 10% Half & Half PINK ORGANIC FLAKES MINI CHERRY McCain TISSUE BEEF INSIDE CREAMO GRAPEFRUIT MANGOES ROUND ROAST 750 g. STRUDEL HASH BROWNS SAUSAGE 4 roll pkg. ¢ 49 99 28 49 68 39 88 48 per lb., 2/98 each pkg. of 3 1 kg. per 100 g. 1 L. 1 3 8.80 / kg. 4 2 1 1 2 3 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 OPEN: Fri 9am - 9pm • Sat 9am - 7pm • Sun 10am - 6pm • Mon - Thurs 9am - 7pm Prices in effect Mar. 19 - 25/2011

For further case studies, go to www.newspaperscanada.ca TRUSTED Ι CONNECTED Ι TARGETED CASE STUDY PROVING NEWSPAPERS WORK: INTEGRATED INSERTS

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 Creative The 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.

16 • Coast Reporter • Friday, March 18, 2011 Friday, March 18, 2011 • Coast Reporter • 57 58 • Coast Reporter • Friday, March 18, 2011 Real Names • Real Value Real Names • Real Value Located in

Old Dutch, Trail Bay Centre, LOCALLY LOCALLY Adam’s Natural % O % O 0 W Baked Sechelt, B.C. 0 W Proud to support 0 N 1 E

0 N D 1 E 60 PEANUT YEARS POTATO D Halfmoon Bay Community School A of service

60 N YEA D • DELI & MEAT 604-885-9812 • PRODUCE & FLORAL 604-885-9841 A of service RS BUTTER O N & the Sechelt Library PERATED CRISPS D • BAKERY 604-885-9823 • HEAD OFFICE 604-885-2025 O 500 g. Fresh in every way, 200 g. PERATED resh in every way, DELI & MEAT 604-885-9812 • PRODUCE & FLORAL 604-885-9841 every day! www.claytons.ca F BAKERY 604-885-9823 • OFFICE 604-885-2025 every day! 58 www.claytons.ca 78 3 2 F loral Gold Seal, Skipjack Pedigree Vitality Plus Feature Plants of the Week Selected Broths and Crispbread CHUNK DOG (Obconica) PACIFIC FAIRY PRIMULA WASA LIGHT TUNA 18 FOOD 98 4” pot, reg. 2.99 SOUPS MULTIGRAIN 170 g...... 1 8 kg...... 16 98 1 L. 275 g., reg. 3.19 ...... 1 Carnation Rolo Earth’s Choice, Crush, Old Dutch Low Alcohol 98 58 HOT CHOCOLATE 48 Extra Virgin Mug Root Beer Restaurante BECK’S BEER 88 • Soft pastel Spring 500 g...... 4 6 x 330 mL...... 8 colours 2 1 Old Dutch ORGANIC 7UP OR TORTILLA Cadbury Emma, Marinated • Indoor, easy care BAKED PRETZELS 88 ARTICHOKE HEARTS ...... CHIPS 48 Feature Cut Flower of the Week 340 - 400 g. 2 OLIVE OIL PEPSI MINI EGGS 170 mL...... 1 Kellogg’s Old Dutch Crunchy or 500 mL. 12 x 355 mL. 280 - 360 g. 39 g. R.W. Knudsen Juice By the Bunch Cortina CHEESE PLEESERS 98 LEUCODENDRONS Extra Virgin ...... JUST BLUEBERRY 98 JUMBO 285 - 310 g. 2 946 mL...... 7 reg. 5.99 98 OLIVE OIL VECTOR 98 58 98 98 ...... Assorted 3 250 mL. 850 g. AQUAFINA 3/ Varieties 6 4 2 1 • Can last 3 weeks 98 98 • Burgundy exotic WATER Come in and see our DELMONTE new & improved cheese • Dries naturally 2 6 6 x 710 mL. akery eafood eli selection! airy PINEAPPLE B S D D 398 mL. CHOCOLATE Schneider’s, Fat Free 98 Dairyland 3 CHUNK Fresh TURKEY 3%, 2%, 1%, Skim 18 Assorted Varieties Strawberry Kellogg’s Jumbo COOKIES SOLE FILLETS BREAST ORGANIC MILK 1 ROBERTSON’S SMUCKERS RAISIN Aylmer, Regular or No Salt 59 49 88 R.W. Knudsen Blueberry MARMALADES JAM BRAN TOMATO SAUCE 99 ORGANIC NECTAR 250 mL. 907 g. 1.45 kg. 38 pkg. of 6 per 100 g. 2 L. jug 58 680 mL...... 1 3 1 2per 100 g. 4 946 mL...... 3 Previously Frozen, Portioned Amp Mava Foods Dairyland 18% R.W. Knudsen, Lemon Ginger 88 98 88 STRAWBERRY APPLE HALIBUT CHUNKS ENERGY DRINKS 98 49 CHICKEN CHOW MEIN 39 COFFEE CREAM 48 ECHINACEA JUICE 78 RHUBARB SQUARE per 100 g...... 473 mL...... 1 3 per 100 g...... 1 1 L...... 3 946 mL...... 3 2 5 6 each ...... 89¢ Highliner Kellogg’s Cereal Bulk Kraft Seclected Laundry Powder RICE KRISPIES HOT DOG BUNS COD NUGGETS ABC DETERGENT 98 79 99 COW FETA CHEESE 69 CHEESE SLICES 38 98 700 g...... pkg. of 6 ...... per 100 g...... 1 40 load ...... 4 1 per 100 g...... 1 500 g...... 5 6 Royal City Chicken or Turkey Emma, Strained Tomatoes Previously Frozen Irish Spring, Original Schweppes Club Soda, APRICOT A Rugged Mature Cheddar Dairyland 2%, 1%, Fat Free PASSATA 78 WILD SOCKEYE BAR SOAPS ORGANIC Ginger Ale or WHOLEGRAIN BREAD 19 COASTAL CHEESE COTTAGE CHEESE 38 STOVE TOP 720 mL...... 1 SALMON STEAKS 39 28 3 x 90 g...... 2 454 g...... 3 39 490 g...... 13 500 g...... 3 HONEY TONIC WATER per 100 g...... 1 STUFFING Jasmine Assorted Flavours Multipack Friskie’s 500 g. 120 g. 2 L. Our decorators can reproduce SUMMERFRESH DIPS 29 DAIRYLAND YOGURTS 98 POMEGRANATE ...... CAT photos on your cake rozen 227 g. 3 12 x 100-125 g...... 5 48 18 78 JUICE 38 Email us your photograph to [email protected] and we’ll digitally Teriyaki, Original, Cracked Wheat FOOD 98 F Multipack reproduce it using edible inks onto the top of your custom cake. or Onion & Garlic 5 156 g...... 1 946 mL...... 3/ 1 5 CHEEMO PEROGIES NATURE’S TREAT YOGURT 58 1 Make your next birthday, anniversary SESMARK CRACKERS 89 8 x 100 g...... 3 or event extra special! 90 g...... 2 78 Purex, Kellogg’s Cereal Kraft Campbell’s Sunlight Detergent 907 g. Grimm’s Double Size Roll 2 Dairyland CORN BEER & 6% Light or BATHROOM PEANUT TOMATO DISH 10% Half & Half FLAKES MINI CHERRY McCain SUMMER TISSUE BUTTER SOUP LIQUID 750 g. STRUDEL HASH BROWNS SAUSAGE CREAMO 4 roll pkg. 1 kg. 284 mL. 950 mL. 28 49 68 39 88 48 98 ¢ 78 4 2 pkg. of 3 1 1 kg. 1 per 100 g. 2 1 L. 3 4 78 2 Prices in effect Mar. 19 - 25 • OPEN: Fri 9am - 9pm • Sat 9am - 7pm • Sun 10am - 6pm • Mon - Thurs 9am - 7pm y a 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

The Results

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

Source: 1 Totum Research on behalf of Newspapers Canada, National (balanced by population) online panel, English and French, 1,000 Canadian adults 18+, November 2010 2 Google 2011 For further case studies, go to www.newspaperscanada.ca TRUSTED Ι CONNECTED Ι TARGETED