Why it matters
While many brands have pulled marketing activity, advertisers in categories such as grocery retail must continue to maintain share of voice. This study shows that striking the right tone with the optimal medium can improve the effectiveness of that investment.
- Messaging specific to COVID-19 scored more highly than the benchmark for the grocery vertical, particularly mentioning terms like ‘NHS’ and ‘social distancing’.
- This creative approach also has a beneficial impact on purchase intent, showing that ‘sensitive’ brand messaging is preferable to offer-driven advertising during the lockdown.
- Brands can safely advertise alongside serious content when the...