Brief
A leading food brand sought to test and refine its new radio and out-of-home advertisements promoting multipurpose flour. The goal was to evaluate how different segments of baking flour users — from home bakers to roadside professionals — perceived the brand’s messaging before a national rollout.
Approach
Webhaptic Intelligence deployed a qualitative focus group approach to conduct this baking product ad testing in Nigeria. Three Focus Group Discussions (FGDs) were held in Lagos, targeting three key user segments:
- Women who bake at home
- Young adult bakers
- Roadside vendors using flour products
The sessions explored perceptions of the radio scripts and campaign creatives, focusing on clarity, brand association, cultural appeal, and call-to-action effectiveness.
Impact
The focus group feedback led to key improvements in messaging tone and visual clarity. The brand refined its advertising to better connect with practical user experiences and ensure relevance across all audience types. This baking product’s ad testing in Nigeria enabled a more confident campaign launch with insights that informed future promotional strategies.