PetCo outperforms the 12-month norm for the Other Stores category with a heart-warming pet-featured spot, while Olive Garden entices viewers with tasty-looking food close-ups to capture the Highest Ace Score of the Week title.
This week’s Category Overachiever title goes to PetCo for their new ad, “Healthy Diet,” which earned an Ace Score of 616, 17.99 percent above the 12-month Other Stores Norm.
With its adorable scenes featuring dogs and cats, it is no surprise that the ad achieved high Likeability (702) and Relevance (639) scores.
Interestingly, women, especially those aged 36-49, awarded the ad a Likeability score 10 percent higher than men.
The ad certainly resonated with the compassionate side of viewers, receiving an Emotional Sentiment score 38.18 percent higher than the Other Stores category norm.
Additionally, the likeable and relatable qualities of the ad could also be seen in the optional consumer verbatim comments, where 16 percent or respondents used “cute” to describe both the pets and the ad, 11 percent thought the ad was “good,” and 9 percent indicated that they “love[d]” it.
Olive Garden takes top honors this week with their deliciously alluring ad, “2 for $25.”
https://www.youtube.com/watch?v=WMBWRJ8CbHo
The new spot earned an average Ace Score of 676, mainly powered by Product Desire and Relevance.
Consumers responded that the best things about the ad were the visual scenes (23 percent), the product itself (21 percent), and the deal or offer (21 percent).
Further, optional consumer verbatims reiterated the strong scores in Desire and Relevance, with 13 percent mentioning the ad made them “hungry,” and 10 percent indicating that they “want” the food shown.
Watch this year’s winning Ads of the Week by Category Overachievers.
