Mozzarella Dop, when an advert can generate joy and surprise

Watch images of theDop buffalo mozzarella from Campaniagenerates feelings of joy and immediately afterwards surprise, with the activation of 43 facial muscles. It is the result of the analysis ofEmotionalconducted on behalf ofPublitalia ’80on the reactions of a sample of 144 adults responsible for purchasing when they saw the new commercialConsortium for the Protection of Buffalo Mozzarella Campana DOPwhich aired this summer. Emotion, attention and involvement were at the center of the study.

The scientific framework, used as a theoretical basis, is represented by the studies of the American psychologistPaul Ekmanand the emotional response was measured through the analysis of facial micromovements coded inAction Units (Aus)unit of movement of a muscle or muscle groups that configure the expression of an emotion.

The characteristics of the commercial

The commercial is characterized by the memorable “catchphrase” (La, La, La on the notes of a revisited classic Neapolitan song) sung by the testimonial, the Neapolitan actressSerena Autieri. The objective was to strengthen the product’s positioning, authenticity and territorial connectionDop.

The results on attention and involvement

The analysis highlighted that attention to theDOP mozzarellaon TV it stands at 74% (above the benchmark of 71%), while engagement reaches 89% (against a benchmark of 65%), with levels consistently above average throughout the duration of the images. The trend of emotions showed a clear prevalence of joy, accompanied by good emotional intensity. TheGlobal Indexoverall it reached 90% (reference average 68%), placing the communication in the high positive impact range.

The effectiveness of communication

The pre and post research (methodAwion purchasing managers) then confirmed the memorial and evaluation effectiveness. The memory ofDop buffalo mozzarella from Campaniait was 63%, eight points above the benchmark of 55%. Furthermore, more than 86% of the sample recognized the ability to communicate the link with the territory, authenticity and freshness and over 84% perceived the clear communication of originalityDop. The desire aroused to purchase stands at around 80%.

The effects on awareness and purchases

On the notoriety front, the knowledge ofBuffalo Mozzarella from Campaniaalready very high (85%), recorded a further slight strengthening to 85.8%. The effects on consideration and image are more significant: the declared purchase in the last month grew by 17.2%, while the exclusive purchase intention increased by 8.7%. Finally, awareness of thelogo Dop(+21.8% of those who know what it means) and the correct attribution of the certification toMozzarella di Bufala Campana Dop (+5,7%).

The president’s comment

“The results of the research confirm that we have chosen the right path: telling the storyMozzarella di Bufala Campana Dopthrough emotions, without ever losing the deep connection with the territory and its identity. If just looking at it causes feelings of joy, let alone eating it”, comments the president of the Protection Consortium,Domenico Raimondo.

The director’s evaluations

“The data on attention and, above all, that on involvement demonstrate that our product manages to enter the imagination of consumers with immediacy and authenticity”, adds the director of the Consortium,Pier Maria Saccani. “The analysis also gives us a particularly important result for the Consortium: awareness of the value of the brand is growingDopand its ability to guarantee origin, quality and authenticity. It is a message that we must continue to strengthen, because protecting the PDO means protecting a productive and cultural heritage and, at the same time, supporting the companies in the supply chain”.