August 2009 Creative Benchmarking - Meat & Livestock Corporation
(1m, PowerPoint (.ppt) format)
August 2009 Study
Newspapers and red meat delivered real brain food.
Meat & Livestock Corporation ran its Red Meat Amazing Food campaign in July, providing us with an opportunity to test it in our August creative benchmarking study.
The campaign aimed delivered a rich source of information about the virtues of red meat as brain food for the old grey matter, using a clever scrambled headline that proved the point about the brain’s capacity to process information at lightning speed.
Newspapers, along with TV, played a key role in delivering the story about what makes red meat important brain food, and building affinity with it.
The results from our study demonstrated that, just like the brain, this ad was doing a brilliant job at multi-tasking with a range of strategic roles. Not only did the ad perform very strongly as a support to TV (Extension role) it built emotional connections with readers (Affinity), encouranged a rethink about red meat (Re-Appraisal) and delivered lots of juicy facts (Conveying Information). This ad has delivered one of the strongest footprints on our Role Map measure of any ad tested in the past year.
Download a Powerpoint presentation of the Meat & Livestock Corporation ad below.
Learn more about Role Map, one of The Newspaper Works' proprietary effectiveness measures.
Learn more about the strategic roles of Extension, Affinity,
(Re)Appraisal and Conveying Information.
