Easy Mac stirs up awareness

Reality Check tests advertising creative against a random sample of 300 consumers to determine, among other things, whether they liked the commercial, whether they could identify the sponsor, whether they understood the message and whether, after seeing the spot, they’d be more likely to buy the brand advertised. The survey is carried out by Impact Research on a spot of Strategy’s choice. Kathleen Deslauriers, Impact’s general manager in Toronto, provides the analysis.

Advertiser: Kraft Foods

Product: Easy Mac

Commercial: ‘Dog Gone Girl’

Tagline: ‘Gotta be KD’

Description: At the start of the commercial, a man unlocks the door to his apartment while holding a white plastic grocery bag. He enters the flat and says, ‘Hey Cheryl, you’ll never guess what I found at the store’, while he looks around. Background music begins to play, as he notices that the apartment is deserted and all the furniture is gone. In fact, all that is left is his dog, Buddy, who is lying in the middle of the floor next to his dish. The man asks, ‘Buddy, where’s Cheryl?’

As he reaches the kitchen, the man realizes that it has also been emptied. He shrugs his shoulders, enters the kitchen, pulls a package out of the grocery bag and places it on the counter. Upon opening the cupboard, he sees that the dishes are gone as well. He sighs, lowers his head, spots the dog’s dish, and raises an eyebrow.

The next shot shows the dog’s bowl on the counter. The man is preparing his meal in the dish. He then places the dish in the microwave. When the food is ready, the man is shown holding the dog’s dish up to his face while he notices that he does not have a fork.

As an announcer begins speaking, the man looks around and finds a fork sticking out of the wall, piercing a picture of him. He pulls the fork from the wall and starts to eat.

The commercial ends with a shot of the product’s package and a close-up of the digital screen on the microwave.

How the test commercial fared:

‘Dog Gone Girl’ performed extremely well on many of the variables measured.

Given the unique way of demonstrating the product’s convenience under rather extreme circumstances, it comes as no surprise that the commercial reached 61% of the sample. In comparison to our norms, if the execution had been supported by 1,000 GRPs at the time of testing, it should have reached 40%. Even at 1,500 GRPs, the spot still surpasses the norm by 16 points.

Such high reach likely explains why Kraft Dinner and Easy Mac obtained 26% and 2% respectively for top-of-mind brand awareness in the category of dry packaged dinners. Further proof comes from the fact that top-of-mind awareness of television commercials in the category is pegged at an astonishing 40% for Kraft Dinner and 9% for Easy Mac.

Given the longevity of the original Kraft Dinner on the market, it is not surprising that this product obtains much higher brand and advertising awareness than Easy Mac. As well, we think that, in the public’s mind, the product is simply Kraft Macaroni & Cheese that one can microwave.

This relative confusion in the brand name is clearly evident in the brand linkage results: 52% of those reached by ‘Dog Gone Girl’ gave Kraft Dinner as their answer, followed by 17% who named Easy Mac. If we consider both responses as correct, then the combined brand linkage score of 69% is by far superior to our 40% norm at 1,500 GRPs.

We must admit that we were surprised by the high appreciation score: 82% of respondents liked the commercial very much or somewhat, which compares favourably to the 74% standard.

Likely targeting a younger crowd, we thought that the use of the dog’s dish for the preparation and consumption of Easy Mac would be a bit disturbing for some older people. However, there is only an eight-point spread between 18- to 34-year-olds and 35- to 64-year-olds (86% versus 78%), which is not statistically significant. People obviously appreciated the execution’s humour as well as the interaction between the male character and the dog. Likely, some consumers could directly or indirectly relate to the situation depicted.

With 48%, the execution is on par with our 45-50% rule of thumb with respect to the ‘astute’ message comprehension score. However, as was the case with the media plan, the reader must keep in mind that the advertiser has not shared with us the specific communications objectives. We are only guessing. Thus, we could have been somewhat strict in judging what messages are ‘astute’.

With 11%, the top-box score for purchase intent is a bit low in comparison to our 15-20% rule of thumb. This might stem from several factors: Consumers might prefer traditionally cooked Kraft Dinner, do not see the need for Easy Mac, or want to wait for positive word-of-mouth.

All in all, Easy Mac is a relatively new product that probably needs some more time to be accepted by the public.

Methodology: From Jan. 18-25, Impact Research interviewed 303 Toronto residents over the telephone about ‘Dog Gone Girl.’ Within the sample, there was an even split according to sex and, within each gender group, equal representation of two age brackets: 18-34 years and 35-64 years. The maximum margin of error is plus or minus 5.6% at a 95% level of confidence.

After measuring unaided brand and advertising awareness, we prompted recall by describing the visuals in detail.

If the consumer recalled seeing the commercial as described, we considered him or her ‘reached’ and we then continued the interview to assess other variables such as sponsor identification, message comprehension, appreciation, and purchase intent.

To accurately gauge brand linkage, we did not include the name of the sponsor or the product in the commercial’s description. As well, we did not reveal any message cues or the tagline. This allowed us to assess message comprehension after exposure to the execution in ‘real life.’

Cannes Lions 2025: Canadians nab more medals on final festival day

Strategy is on the ground in Cannes, bringing you the latest news, wins and conference highlights all week long. Catch all the coverage here.

Friday’s batch of Silver and Bronze winners included the oldest category at the Cannes festival, Film, as well as Sustainable Development Goals, Dan Wieden Titanium, Glass: The Lion for Change and Grand Prix for Good. Canadians were recognized with four Lions today: two Silver and a Bronze in Film, as well as a Bronze in Sustainable Development Goals.

FCB Toronto was given yet another nod for its work, “The Count,” for SickKids, bringing the medal count for that campaign to four, including a Gold for Health & Wellness. Another Canadian agency recognized on the final day of the festival was Klick Health Toronto, which earned a Silver in Film for its work “Love Captured” for Human Trafficking Awareness and a Bronze for “18 Months” for Second Nurture. And over in Sustainable Development Goals, the Bronze went to Publicis Canada and its “Wildfire Watchtowers” work for Rogers.

Another massive win for Canada included not one, but two Young Lions (pictured above) taking home medals in the annual competition. In Design, the Gold Young Lion was awarded to Rethink’s senior motion designer Jesse Shaw and ACD Zoë Boudreau. The second, a Bronze in Media, went to Cossette Media’s business intelligence analyst Samuel David-Durocher and product development supervisor Tristan Bonnot-Parent.

Film (2 Silver, 1 Bronze)

1 SILVER: “The  Count” by FCB Toronto for SickKids Foundation

“The Count,” a striking campaign from FCB Toronto for SickKids Foundation, has earned 1 Gold, 2 Bronze and now 1 Silver for Film at Cannes. If you watch it, it’s easy to see why. The collaboration between brand and agency honoured the hospital’s “VS” platform, while steering it in a new direction from its initial development by previous AOR Cossette. The creative celebrates childhood cancer patients who have to fight for every birthday, while honouring the hospital’s own milestone – 150 years and counting.

 

1 Silver: “Love Captured” by Klick Health Toronto for The Exodus Road

Klick Health Toronto added to its medal tally with a Silver in Film for it’s work “Love Captured” for The Exodus Road. The creative features a romantic getaway that isn’t what it seems in an experiential short film for the global anti-trafficking organization. The experience takes viewers through a tragic and twisting experience of exploitation.

 

1 BRONZE: “18 Months” by Klick Health Toronto for Second Nurture

Klick Health Toronto also won a Bronze in the Film category for its work, “18 Months,” done for the charity organization Second Nurture. The animated film is based on a real-life story in which a same-sex couple adopts a baby found in a subway station, and the 18-month journey into a story of hope.

Sustainable Development Goals (1 Bronze)

1 BRONZE: “Wildfire Watchtowers” by Publicis Canada for Rogers

Publicis Canada landed on the winners board for its work, “Wildfire Watchtowers,” for Rogers. The Canadian-developed wildfire-detection tech – which has been billed as “a fire alarm in the forest” – uses AI-powered sensors installed on 5G towers to monitor vast remote areas in real time. By scanning, identifying and reporting early signs of wildfires (up to 16 minutes faster than other systems), the technology helped prevent 54 fires in 2024 alone.

Catch the Gold winners later today when they’re revealed at the gala in Cannes.