Branding succes in Jyllands-Posten's 1st section
Hatting faces the challenge of spreading the knowledge of their new organic Hatting bread.

The bread market is vast. Therefore it is crucial for Hatting to attract national attention. The solution was a spread in Jyllands-Posten's 1st section.

- The result was overwhelming, especially among female readers
- Great attention, especially among females
- Closer relation to potential customers
- Message Understood

"We are implementing an impact strategy where we prioritise spreads instead of full pages as well as placement towards the front of the newspaper. In this connection we have discussed the value of appearing on the front of 1st section as opposed to in the softer supplements such as VIVA. The test showed that the 1st section works really well. And compared to subsequent tests in VIVA*, we were confirmed that the 1st section is the right choice – even for consumer goods. – At least, as long as the creative elements stand out and our competitors don't come up with the same idea."
Anja Hansen
Senior Product Manager*
Lantmännen Unibake Denmark
Published 02 jun 2016
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