ITV and healthy-eating initiative ‘veg power’ needed ‘the voice of kids’ for a major national campaign to gets kids to eat more vegetables
Objectives
Help ITV develop the most relevant, attention-grabbing campaign for kids.
Understand what impact the campaign has on kids’ veg consumption.
Solution
Qualitative creative testing with Trendspotters to explore reactions to the campaign, understand appeal and memorability of strapline, specific scenes and the social currency of the ad.
Beano Brain Omnibus survey to measure kids' vegetable consumption behaviour and measure awareness of the ad campaign, comparing kids who saw the ad vs. kids who didn’t.
