Challenge

The Challenge

Champion Petfoods developed new print and digital advertising to differentiate their two ultra premium dog and cat food brands – Orijen and Acana. They needed consumer research from two countries to evaluate the ads – FAST!

Objective

The Objective

Deliver consumer insights for on-strategy, consumer-centric print and digital ads:

  1. Gain positioning insights quickly from US and Canadian consumers
  2. Learn consumer perceptions for the look, feel, and messaging in advertising for both brands
  3. Understand how to differentiate Orijen and Acana brands through insights

Our Tools
iimPronto Quick Turn Quantitative Research

Insights

Key Insights

While all of the tested ads were well received in both the U.S. and Canada, the options that resonated with the most consumers on an emotional level were:

  • Orijen ads driven by sincerity and strong visuals of pet affection
  • Acana ads reflecting adventure with a very aspirational tone and feel

Results

The Results

During a very short timeframe, our quick-turn solution enabled Champion Petfoods to make their communications more meaningful and relevant to their target audience by incorporating consumer feedback.

 

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Team members who worked on this project