Greek yogurt is one of the hottest food categories going, with sales up 160% over last year, per Nielsen. This accounts for the barrage of television ads currently airing
But which spots are scoring with consumers?
Kraft Athenos's new "Yiayia" campaign may have offended some Greek organizations, but its Greek yogurt spot is beating the competition in effectiveness, according to an analysis of recently launched TV commercials within the category conducted by Ace Metrix for Marketing Daily.
The Ace Score measures TV commercials' creative effectiveness based on persuasion and "watchability" measures. The persuasion measure reflects the interaction of six elements: desire, relevance, likeability, attention, information and change. Watchability measures engagement with the ad.
To read the rest of the story, please go to: Media Post
