[CASE] Danish Agriculture and Food Council: Pre-testing of ads

Read the case in Danish.

The Governmental Animal-Welfare label is a solid indicator for consumers when shopping for food. The Danish Agriculture & Food Council wishes to increase awareness of the label so consumers to a greater extent can use it as a credible guide when choosing meat, cold cuts, and dairy products with a focus on animal welfare.

Ipsos has pre-tested an advert that will be part of a campaign across various social media. In addition to confirming the creative concept, The Danish Agriculture & Food Council has received several very concrete recommendations to optimise the effect of the advertisement. This was not least thanks to Ipsos' neuroscience tools, which decode respondents' emotional reactions to the ad via facial recognition. Second-by-second.

There was great sympathy for the ad and the message. But we need more than that to push things in the market. Here, we received exactly the feedback we needed to get the message and humour right – especially in a way, so it works on social media.

- Head of Department, Danish Agriculture & Food Council