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Consumer Research

CONSUMER RESEARCH: University of Michigan

BRANDedTRAY performed a Consumer Marketing Research Study Quantifying the Impact of Wheat Thins at the University of Michigan / BRANDedTRAY Activation.
  1. Develops a linkage:
    • Fan association with University of Michigan football increased significantly from the Pre-Wave and is noticeably stronger than the only other “in-bowl” seating area brand.
      • +15% linkage in association versus only 5% for the title sponsor of University of Michigan.
  2. Increases brand awareness:
    • The BRANDedTRAY activation significantly increased unaided brand awareness among game attendees
      • 136% increase in awareness
  3. Drives brand equity:
    • As an engagement with BRANDedTRAY activation increased (Pre-Wave = Tried Sample), consumer response on key brand metrics (Overall Opinion, Consideration, Brand Advocacy) is enhanced
      • Overall positive opinion of Wheat Thins Crunch Stix grew
      • Intent to purchase increased from 30% to 42%
      • Brand Advocacy (Likelihood to Recommend) increased from 27% to 50%
  4. Gets products into the hands of the consumer:
    • As engagement with BRANDedTRAY activation increased (Pre-Wave = Tried Sample), consumer response on key brand metrics (Overall Opinion, Consideration, Brand Advocacy) is enhanced
      • Game attendees had a very favorable opinion of the Wheat Thins Crunch Stix sample and reported they were more likely to purchase the brand in the future as a result of trying the sample
      • Likelihood to Purchase increased from 21% to 79% as a result of product sample distribution