Getting a snacking brand back on air
A leading 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.
An animatic version of the new creative was assessed via the AdVantage optimization tool, utilizing an enhanced sample structure to ensure a robust read of all the clients target markets.
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.