What Frito Lay doesn’t know about snacks is worth finding out.
In almost every ad for food, it gets eaten. Does it matter how?
Well, let’s find out if eating is just eating. Taking a new angle, Millward Brown filmed 80 unique vignettes of ways to eat and enjoy four of Frito Lay’s salty snack brands. Millward Brown and Frito Lay hoped to learn which moments and actions, before, during and after eating, made the watcher most crave the snack, and which the least.
Millward Brown had never conducted a study like this before and were admittedly feeling their way. The first phase was qualitative research to narrow down the video shoot. The next was quantitative; the ranking of these sensory cue vignettes and wide-ranging, probing follow-up, so client and agency understood not only what was liked, but what was driving the choices.
The result was a very happy client, currently introducing the results to their agencies for inclusion in creative. While Frito Lay had often used sensory cues in creative executions, they had no way to know if these were the right ones. Millward Brown’s sensory cue research moved them a lot further down the line.