From the outset it was key that the Berliner achieved optimum display at retailers and therefore the first step was to identify the focus for investment in order to achieve the biggest circulation gains. To do this we developed a unique retail mapping tool to determine the areas with the highest potential and the relevant retailers within them. 12,000 independent retailers were identified as key to the success of the launch. We then developed a plan of activity to promote within these retailers and to drive consumers into store.

The cumulative results of the biggest reader and retailer communication campaign ever undertaken by the Guardian was a massive 18% uplift in sales (ABC vs Month) from 341,696 in August 2005 to 404,187 in September.Over 800,000 samples of the new paper were distributed and 4m coupons delivered to consumers. The Guardian achieved a 96% uptake and compliance amongst our target retailers with 12,500 merchandising calls resulting in an increase in sales of 8 times the national average.