Dr Oetker

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Stage II : In-market brand testing

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Stage II : In-market testing with 6 brands

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Manchester Maidstone Cambridge Southampton Birmingham Leeds

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Methodology: 

429 respondents in Cambridge: in-market for category Face-to-face computer-aided in-home interviews Starting from week 3 of the campaign Methodology Total 2,545 face-to-face interviews

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Advertising metrics Brand Awareness Brand Preference Purchase Intent Action Plus brand perception analysis

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Advertising metrics Those who have seen the regional press ads are more likely than non-readers to: Be aware of a product Consider it to be a brand they would chose Purchase it in the future Have bought it recently Have positive feelings towards the brand Note: Non-readers = control sample (those who have not read a campaign title over the campaign period). Readers = those who have read a campaign title over the campaign period. Readers seen ad in regional press = those who read a campaign title and positively attributed seeing the ad to one of the campaign titles.

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Brand awareness Unprompted 10% 11% 23% Base: All adults who purchased frozen or chilled ready-made pizza in past 3 months (sample 429)

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Brand preference ‘Dr Oetker is a brand I’d choose’ (NET AGREE) 30% 31% 54% Base: All adults who purchased frozen or chilled ready-made pizza in past 3 months (sample 429)

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Purchase Intent ‘Likely to buy brand in the future’ (NET LIKELY) 34% 39% 63% 10% 12% 26% ‘Likely to buy brand in the future’ (VERY LIKELY) Base: All adults who purchased frozen or chilled ready-made pizza in past 3 months (sample 429)

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Action 5% 8% 17% Bought in last 4 weeks Base: All adults who purchased frozen or chilled ready-made pizza in past 3 months (sample 429)

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Brand perceptions 59% 66% 83% ‘Frozen pizza is suitable for whole family’ (NET AGREE) 21% 26% 29% ‘Buy frozen pizza at least once a week’ (NET AGREE) Base: All adults who purchased frozen or chilled ready-made pizza in past 3 months (sample 429)

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‘This style of advertising is suitable in local newspapers in this area’ Base: All adults who purchased frozen or chilled ready-made pizza in past 3 months (sample 429)

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