May 11, 2016
Warburtons teamed up with the Muppets to produce The Giant Crumpet Show – and Vision One’s ad testing tool (AdProbe) reveals that this creative combination really is quite sensational and inspirational!
Drawing on the fun, zany humour of the Muppets, Warburtons’ advertising hits viewers’ funny bones, strikes a positive emotional punch, and inspires them to buy Giant Crumpets on their next shopping trip. Developed as part of a £25 million campaign to launch the new product, The Giant Crumpet Show advert was recently rated by Millward Brown as the UK’s favourite Christmas TV ad in 2015. But what is the recipe of its success?
The Giant Crumpet Show successfully grabs viewers’ attention and gives them a show – and a brand – to remember. The Warburtons name and product are integral throughout the advert. This results in a high degree of brand name memorability or ‘stickiness’ – making Warburtons one of the best performing branded TV advertising executions that Vision One has tested to date.
AdProbe measures the overall performance of advertising on the 5 key metrics: Branding, Buzz, Stickiness, Emotion and Reaction. These metrics are proven to drivers of advertising effectiveness. The table (left) highlights the Warburton’s advertising achieving a whopping 92% with 4* and 5* on every measures. On an emotional level (See Vision One’s Emotional Intensity Index), this advertising primarily pulls on the PASSION trigger through it’s amusing and irresistible antics. It also performs well on our CHALLENGE and PRESTIGE triggers which means it is seen as Creative, Original, Surprising and superior to other adverts.
On an emotional level (See Vision One’s Emotional Intensity Index), this advertising primarily pulls on the PASSION trigger through its amusing and irresistible antics. It also performs well on our CHALLENGE and PRESTIGE triggers which means it is seen as Creative, Original, Surprising and superior to other adverts.
However, the advertising goes beyond being just fun and engaging; it crucially over-indexes on all AdProbe’s Reaction and purchasing intention measures as can be seen by the chart (right). Warburton’s advertising (pink) outperforms most other advertising we have tested to date – and has achieved the highest purchase intention score to date.
The advertising also engages viewers so that many viewers are likely to talk about the brand – thus generating a positive ‘buzz’ around the brand.
To summarise…
Connecting the Warburtons brand with the well-known and lovable Muppets has proved to be a winning combination. The highly visual and humourous production is effective at drawing viewers’ attention and creating a fun viewing experience that positively impacts brand perceptions. With the Warburtons name prominently integrated throughout the advert, brand recall is also very high. The advert creates a lot of buzz, and generates plenty of positive emotions towards the brand (and the product), encouraging many shoppers to go out and buy it. We think it is safe to say that WCRS and Warburtons will be up for numerous awards with this great advertising.
Note: This Vision One AdProbe Ad testing was conducted online with a national UK sample of respondents who rated the product category as relevant to them personally. For more information about AdProbe (click here), or see a recent article in Marketing Week.
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