May 22, 2015
CHICAGO- May 21, 2015 - The 2015 ARF David Ogilvy Awards for Excellence in Advertising Research have honored a Cracker Barrel cheese ad campaign, "Deliciously Different - You Be the Judge" with a silver award. The ARF Award celebrates the critical role of insights in the advertising development process. Insights in Marketing (IIM), a research-based marketing consultancy in Chicago, was a key partner in bringing to light those insights. The Cracker Barrel ad, along with the 2015 winners, was recognized for showcasing great insights, unlocking consumer needs and establishing emotional connections.
The 30-second TV ad, "Late Night Crew," spotlights a man enjoying a late-night snack of Cracker Barrel cheddar cheese and crackers with a glass of wine, presumably in his kitchen. The voiceover explains that Cracker Barrel produces its delicious extra sharp cheddar by doing things "a little differently." Then comes the surprise twist: "And instead of shooting this commercial on a sound stage, we just broke into some guy's kitchen and shot this while he was sleeping." Quickly, the lights go on, a voice shouts down from upstairs and the man bolts.
The ad sought to distinguish Cracker Barrel's cheese from the competition and convince consumers that this brand was worth paying more for. At the same time, the goal was to expand Cracker Barrel's reach as a northeastern brand to one of national importance. Focus groups, neuroscience testing, copy testing, tracking and marketing mix analysis were used to develop and evaluate the advertising. The ad proved a huge success, exceeding goals for dollar sales and penetration.
Brian Fletcher, VP of consulting services with IIM, moderated focus groups to uncover insights that helped shape the winning ad. "Thanks to qualitative research, we were able to successfully determine the broader impact of the Cracker Barrel ad," says Fletcher. "The overwhelmingly positive response to the ad was later confirmed by Nielsen sales results, Ipsos advertising tracking and, now, this prestigious award. We are honored to be recognized and grateful to be involved in such a successful campaign."
In discussing the reasons for winning, one of the judges said of the Cracker Barrel ad: "You faced a category where there were many, many brands and you had to convince consumers that you were unique, different and better. You used a wide array of research tools to come up with a compelling consumer insight. You created strong ads, each of which came up with an unexpected twist that showed consumers that you, your brand voice and your product was different. Congratulations."
"In a complex media world, innovative advertising approaches are critical. We are exceedingly happy to showcase advertisers, agencies, solution providers and the campaigns they built that led to business impact," said Gayle Fuguitt, CEO and president of The ARF. "Congratulations to all of this year's winners."
With the "You Be the Judge" campaign, developed by Droga5, consumers evaluated draft ads in focus groups. The ad that motivated purchases and engaged viewers was produced in two versions "Late Night" and "Late Night Crew," which were evaluated by Ipsos Next Connect copy testing with outstanding results, ranking in the top 15 percent of Ipsos tested ads. The ads were submitted based on strength of the copy test score and the use of leading edge neuro science research by Nielsen Neurofocus positioning research.
|Annetta Moses||Kraft Foods Group||Consumer Insights & Strategy|
|Jeanette Cutler||Kraft Foods Group||Marketing Services|
|Camille Vareille||Kraft Foods Group||Marketing Services|
|David Beck||Kraft Foods Group||Marketing|
|Aarti Nagaraju||Kraft Foods Group||Marketing|
|Janet Gao||Kraft Foods Group||Consumer Insights & Strategy|
|Paul Neuzil||Ipsos||Ad Copy Testing|
|Bill Hopkins||Nielsen Neuro||Neuro Science Testing|
|Brian Fletcher||Insights in Marketing||Moderator Positioning Qualitative|
|Denise Nilsson||Ipsos||Moderator Positioning & Ad Copy Qualitative|
|Aaron Wiggan||Droga5||Ad Agency Planner|
About Insights in Marketing, LLC
Insights in Marketing (IIM) is a research-based marketing consultancy that helps clients develop the most complete picture of their target audience so they can build emotional and lasting connections with them. IIM tackles a variety of key business challenges that keep clients up at night - better understanding consumer & shopper targets, optimizing brand strategy & positioning, elevating messaging and communication and innovating with impact. IIM's research methodologies include in-person qualitative, online and mobile qualitative, quantitative and a mixed method or hybrid research. For more information about IIM, visit the IIM website, blog, LinkedIn, Facebook page and Twitter feed.
About The Advertising Research Foundation
Founded in 1936 by the Association of National Advertisers and the American Association of Advertising Agencies, The ARF is dedicated to aggregating, creating and distributing research-based knowledge that will help members make better business decisions. ARF members include more than 400 advertisers, advertising agencies, associations, research firms, and media-tech companies. The ARF is the only organization that brings all members of the industry to the same table for strategic collaboration. The ARF celebrates more than 75 years as the industry's authoritative source of advertising knowledge.
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