- WHITE PAPERS
Pizza Hut's ad campaign for its new Big Dinner Box, was named the most effective ad in the QSR space in 2011. The original spot was 15 seconds long and launched Nov. 18.
Ace Metrix recently revealed the top TV ads of last year across 23 categories. Findings were based on a proprietary system that measures the consumer impact of every national TV ad that broke throughout 2011. Respondents are randomly selected and representative of the U.S. TV viewing audience, and results are presented on a scale of 0-950, with scoring based on attributes such as relevance, persuasion, watchability, information and attention.
Pizza Hut's 15-second ad scored a 662, good for 9th overall.
Olive Garden's "Something New For Lunch" commercial, which initially aired Oct. 3, scored 674, finishing 4th overall and topping the casual dining category.
After Pizza Hut, the top 10 QSR ads from 2011 include:
2. Sonic's "Man Has Food Fantasy," July 11 (657 score)
3. Subway's "Greasy Fast Foods," April 17 (655)
4. Pizza Hut's "All Your Favorites in One Box," (the 30-second version), Nov. 18 (653)
5. Wendy's "People Stand in Carton and Try Fries," April 1 (648)
5 (tie). Dairy Queen's "Not Just Bunnies," March 28 (648)
7. Subway's "Skip the Grease," Aug. 14 (643)
8. Dairy Queen's "Bubbles with Kittens in Them," March 28 (643)
9. Pizza Hut's New Ultimate Stuffed Crust Pizzas, March 27 (634)
The overall list
KitchenAid's minute-long ad demonstrating its innovative food processor was the Ace Metrix Ad of the Year, achieving the highest Ace Score (699) of all ads in 2011. Factoring into the scores are "likeability," relevance and information. KitchenAid's campaign included powerful storytelling, said Peter Daboll, CEO of Ace Metrix, which helped its positioning.
"Ads that demonstrated product innovation clearly knocked the socks off of consumers," Daboll said. "The KitchenAid ad did this, as well as ads for Apple's iPhone, Microsoft Kinect, BMW, and Kindle — which replaced Apple's iPad as the top tablet ad this year. But what was interesting is that brands that you don't immediately associate with innovation — like Lysol, Sears, and Columbia — used this kind of messaging very effectively too."
Tops in other categories include:
Alcoholic Beverage: Budweiser, "9/11 Tribute," Sept. 11.
Candy & Snacks: Snickers, "Focus Group," Jan. 11.
Mobile Phone: Apple iPhone, "The All New Camera," Oct. 30.
Non-alcoholic beverage: Coca-Cola, "Arctic Home," Nov. 6.
Packaged Foods: Philadelphia Cream Cheese," Woman Doesn't Know What to Cook," Feb. 7.
Retail: Sears, "14 Wrenches in 1," Nov. 6.
Tablet: Kindle, "Instruction We Find in Book is Like Fire," Oct. 15.
Telecom Services: AT&T Wireless, "Woman Screams at Tarantula," May 16.
Websites: Google, "Dear Sophie," May 3.
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