Tesco, Quaker take advantage of back-to-school season with creative print content

By Lewis Boulton Communications Manager Newsworks London, United Kingdom Connect I smell snow.Pop culture junkies of the 2000s will recognise that quote in a heartbeat.I was quite late getting onto the Gilmore Girls train. It was only when the Netflix revival came out in 2016 that I had suddenly found this extremely bingeable series. Its wholesome nature could only be described as like snuggling up next to a fireplace.Balancing that with my final year of university studies became a challenge; I'll let you be the judge of how my priorities changed.One aspect of the show that stayed with me is that their year really started in September, not January. With the summer break done and dusted, it became time to hunker down for another school year with some beautiful new stationery, a steaming cup of hot chocolate, and a favourite jumper fished lovingly from the back of the wardrobe.Cosy season has always felt like my "new year" - even if my studying days are drifting ever further away.For this year's incoming cohort of eager new university students, news brands are a firm fixture in their lives, according to July 2025 TGI data:73% of Brits intending to start university this autumn read news brand content every week.Freshers are 83% more likely to say newspaper ads are more trustworthy.23% more likely to say they are most helpful for making purchases, meaning campaigns in news brands could really make the difference when it comes to action.What's more, their parents are also keen news brand readers: 52% of UK freshers' folks say they've read print news brand content in the last week, rising to a whopping 88% across all platforms.Let's look at how advertisers have heralded everyone's return to school in news brands, from primary school newcomers and hardened teens to the freshest faces on the university campus.TescoAs such an integral part of readers' everyday lives, it's not hard for the supermarket sector to find reasons to produce tactical campaigns. Offering readers low prices on everything from school uniforms to stationery, back-to-school season is significant for supermarkets.What makes Tesco's campaign particularly notable this year is its brand voice is loud and clear - even in very short-term, price-based ads such as these. From kids' very first day at school to that final year of exams, these irreverent ads are grounded in customers' lived experiences.QuakerOutlining a more subtle (but no less tactical) back-to-school connection, Quaker Oats positions itself as the obvious choice for parents looking for the heartiest morning sustenance for their kids - even if it means adding to the mounting pile of washing. Thank goodness for that Tesco two-pack of polo shirts …Direct Line and FelixAs I've mentioned before, news brands are particularly ripe for tactical campaigns at almost any time of the year. Whether it's the Christmas rush, huge national moments, or just a notable collective experience, there's scope for good tactical and contextual campaigns even if a brand isn't directly involved with the event at hand.Insurance company Direct Line and Purina's cat food brand Felix show advertisers how it's done, each using natural, witty copy to align their brand positioning with A-Level and GCSE exam results coverage.UniversitiesIn the United Kingdom, prospective university students tend to decide which university they want to study at by the previous autumn. Because Brits love giving obscure names to things, that choice is called a "firm."Given that getting in to a university generally hangs on whether they get the required grades, students also choose a back-up university called an "insurance." Students that don't make it into either but still want to go to university in September must go into something called "clearing" - a mad dash to snap up places at institutions willing to accept their grades.On A-Level results day, news brands are often full of ads from unis promoting themselves to students who find themselves in clearing. With plenty of stressful decisions to make and a dizzying array of options, institutions fight both to stand out from the crowd and remove the worry from taking that next step.NationwideFirst, breathe: You've got the results, you've made it in.Second, celebrate: You've earned it.Third, get prepped for the big move.Sorting out that all-important student bank account is at the top of everyone's list. With that in mind, building society Nationwide uses A-Level results day not only to celebrate students' achievements with a pun, but also to entice them with some ready cash and very welcome food delivery vouchers.Did someone just say pizza? 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About Lewis Boulton Lewis Boulton is a communications manager at Newsworks in London, United Kingdom. Lewis can be reached at [email protected] or @newsworks_uk. Related Articles Key newsroom insights from INMA's CEO Roundtable 27 August 2025 Amalie Nash The best creator-model journalists are journalists 26 August 2025 Amalie Nash "If you build it, they will come" is not the right approach to ... 12 August 2025 Amalie Nash Ad revenue innovation lessons from 10 South Asian news companie... 11 August 2025 Gabriel Dorosz O Globo, Grupo Clarín share lessons in revenue diversification,... 10 August 2025 Gabriel Dorosz Volt Africa focuses on collaboration, engagement with ad partne... 7 August 2025 Shelley Seale 7 considerations for digital advertising in Kenya 6 August 2025 Mary Jackmann News companies from Mexico and Brazil are redesigning strategie... 27 July 2025 Nicol Leon Arge Please enable JavaScript to view the comments powered by Disqus.