ARLA CASE: Ipsos creative testing helps shape high-performing campaign
Since 2012, Arla has worked to improve children’s food habits, based on the belief that strong cooking skills have a positive impact on both community and public health. As Denmark’s largest food brand, Arla sees it as part of its responsibility to encourage more sustainable and healthy consumer choices. A new campaign aims to make this ambition more visible – while also inspiring positive change in the food habits of the next generation.
As a new initiative in the campaign development process, Ipsos was involved right from the early idea exploration stage. Various creative concepts, the campaign’s core message, and key activation strategies were tested. Ipsos’ unique live setup – combining quantitative and qualitative methods – included direct participation from both Arla and the creative agency. Everyone involved gained authentic, in-depth insights into what worked and why, along with the opportunity to adjust and probe respondents live and in real time. The top-performing elements were incorporated into the final TVC, which carries the message: “Food gives learning for life.” Final testing confirmed that the campaign scored exceptionally well on creativity, empathy, and engagement.
We’ve always tested campaigns. But Creative | Labs – where we test concept ideas at an early stage in collaboration with the creative agency – is new to us. Here, we’ve been able to explore ideas that wouldn’t have been possible in a traditional process. In return, we’ve gained far deeper insights into what actually resonates with consumers.
- Senior Manager, Arla Brand
Watch the case video below:
