Creative testing
Wunderman Thompson: from concept to creative for Honda
Three rounds of feedback from car owners took Honda’s HR-V rugby campaign from a first manifesto to refined digital ads.
3 rounds · concept, out-of-home, digital
Bakkavor: bringing deep-dish pizza across the pond
Taking a product from one market to another is tricky, because preferences and perceptions differ. Bakkavor wanted to know how UK shoppers would see the iconic American deep-dish pizza.
500UK consumers on the name, the description, the price and the product itself.
- Use case
- Market insights
- Audience
- UK consumers
- Responses
- 500
- Covered
- Perception, naming, intent, price
The question
How do UK consumers perceive deep-dish pizza, what should it be called, and would they buy it?
What they ran
Bakkavor gathered real-time feedback from 500 people across the UK on their perceptions of the product, the names and descriptions that fit it, their purchase intent and their view of the price.
What they heard
- “Pizza pie” and “deep dish pizza” were the popular names. Some people thought it looked like a quiche.
- People described the pizza as unusual, appetizing and high quality.
- They raised concerns about the crust-to-filling ratio and about value.
The result
The findings helped the team choose a better name, write marketing messages that work and refine the product before launch.
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Fans rated past and future collaborators, and the team confirmed a 71% purchase rate for its merchandise.
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