Research by The Newspaper Works has reinforced the power of imagery in food advertising; The study found that quality food photos and minimal wording increases purchase intention.
The study compared print advertising for food companies Otway Pork and Tassal Tasmanian Salmon. Ad-effectiveness for both executions was tested with more than 300 consumers and the results analysed using ADvance, the ad-testing measurement tool.
This ad for Otway Pork was published in The Sunday Age on July 19, 2015:
Otway Pork kept ad content to a minimum. The stand-out image of the roast pork is supported by a headline, minimal copy, a logo promoting the brand’s free range policy and a prominent company logo.
This ad for Tassal Tasmanian Salmon appeared in The Sydney Morning Herald on the March 31, 2015:
The Tassal Salmon ad contains substantially more content. It also features a detailed recipe, a packaged product image, social media call-to-actions and a wordy headline.
Half of the respondents (51 per cent) said the Otway Pork ad improved their awareness of the brand and 48 per cent said the same of Tassal’s ad. Both ads successfully differentiated the two brands from competitors (51 per cent for Otway Pork, 48 per cent for Tassal Salmon).
Some 49 per cent who viewed the Otway Pork ad and 46 per cent who viewed the Tassal ad said the execution made the brands more appealing to them.
Some 53 per cent said Otway’s ad had a great image. That’s 23 per cent more than the average print ad score. Some 36 per cent said the ad highlighted an important feature of the product. Many warmed to the product based on Otway’s ethical treatment of its livestock.
Respondents reacted negatively to the amount of content included in the Tassal ad. One in four (26 per cent) said the ad had too much information. Some 20 per cent of respondents said the execution was cluttered.
Please login with linkedin to commentRadio Ratings
The Avid Collective MD reveals his life pre-adland. As exciting as it is, it's not international playboy spy & Lothario.
SenateSHJ has launched a new digital, data and insights capability designed to help clients tackle the growing complexity of communication challenges. SenateSHJ Digital, Data and Insights (DDI) will combine the firm’s existing Digital and Insights functions to create a Trans-Tasman capability focused on digital communication, and the generation and use of data to improve communication. […]
Creative technology platform Bonzai has announced the launch of BrandStory – a new premium mobile ad format. BrandStory offers triple the ad space and 2.8 times greater time in view than single scroll ad formats, addressing the surging demand from brands worldwide for more real estate to drive real results by seamlessly intertwining awareness, exploration […]
B&T went through the looking glass this morning, with editor-in-chief David Hovenden (above) appearing on Channel 7’s The Morning Show to get the general public involved in our search for Australia’s Greatest Ad. Hovenden chatted with Kylie Gillies and stand-in host Matt Doran about what makes a great ad and showcasing some of our favourites […]
Two Australian-born technology providers have joined forces to bring more power and choice to marketers in Australia and New Zealand with mobile messaging that is more local, cost-effective, and integrated. It’s a partnership that sees two Australian software companies come together to deliver a world-class mobile-first solution for marketers building data-driven, personalised, omnichannel campaigns. While […]
Zitcha and Broadsign have teamed up to integrate the Broadsign out-of-home (OOH) advertising platform with Zitcha’s retail media platform. The collaboration empowers retailers to maximise and monetise in-store digital display networks and enables advertising partners to easily view and book available in-store inventory and review campaign performance alongside the retailer’s other media channels. With the […]
Today, 7-Eleven has announced a one-of-a-kind collaboration with the popular Sydney-based anti-resort wear label Double Rainbouu. Dropping tomorrow, December 1, just in time for summer, this limited-edition capsule will infuse the fashion brand’s rebellious spirit with a distinctly iconic 7-Eleven flavour. The unisex collection features five must-have styles comprising two signature Hawaiian shirts, a peaked cap, a bucket hat […]