Getting back on air

The Need

A leading UK snacking brand was planning on returning to TV after several years. The brand wanted to focus more on it’s heritage and locally sourced ingredients rather than the mass convenience food that had previously been communicated.

Our Approach

An animatic version of the new creative was assessed via the AdVantage optimisation tool, utilising an enhanced sample structure to ensure a robust read of all the clients target markets.

The Outcome

The execution generally performed well against benchmarks, clear recommendations were made to address certain aspects of the creative:
1. Enhancing instinctive engagement
2. Alterations to the storyline
3. Boosting short term consideration

The control cell used in AdVantage will also be used as a pre measure for when the finished ad airs. An additional dip will take place to evaluate on air impact.

Related case studies and insight

Developing an International Rider Targeting Segmentation Case Study

Developing an International Rider Targeting Segmentation

Brand and Communications

Exploring attitudes to drink dispensers in Spain and France Case Study

Exploring attitudes to drink dispensers in Spain and France

Brand and Communications

Developing a pan European brand purpose strategy Case Study

Developing a pan European brand purpose strategy

Brand and Communications

Using celebrities to stand out Case Study

Using celebrities to stand out

Brand and Communications