O’Donnells wanted to put their latest campaign idea to the test before moving forward with production. With a quick turnaround needed, they approached Spark to help gauge consumer perceptions, understand how the creative would land, and ensure the ad communicated strongly and distinctively in the crisp category.
We ran 3 x mini focus groups with crisp lovers in Ireland. The sessions first explored spontaneous perceptions of O’Donnells and its competitors, as well as typical crisp-eating occasions, to set the context.
Participants then reviewed two early versions of the creative:
- An unbranded animated storyboard with voiceover, to assess whether consumers could identify the brand without cues.
- A branded version, to measure fit with O’Donnells’ identity and impact of tone of voice.
To evaluate the ad we used the ABC method:
- Attention – How memorable and distinctive is the idea?
- Branding – Does it fit the brand and reinforce its personality?
- Communication – Is the story clear, and does the script deliver the right message with impact?
The research provided O’Donnells with clear direction on which creative elements resonated most with consumers, where branding cues could be sharpened, and how to dial up distinctiveness. Armed with these insights, the brand was able to move into production confident their ad would cut through, feel true to O’Donnells, and connect with crisp lovers across Ireland.