.avif)
Background
Fermato makes natural seasonings with no chemicals, and it's still a smaller player in a category full of established brands. In a crowded space, a product promise alone isn't enough. A brand needs a firm place in people's minds.
Pain Point
Before shooting its new video campaign, Fermato commissioned Behavio to pre-test the animatic and confirm the concept would actually land with viewers.
The team wanted to know whether the creative could deliver the main message, spark positive emotion, and above all, whether people would genuinely remember the brand.
"The animatic pre-test showed us exactly where branding held up in the campaign and where we still needed to strengthen it. Without it, we'd only have found out after the shoot, which is of course too late."
Behavio's Insight
Behavio's animatic test showed the concept had strong potential. Viewers saw the creative as highly original, the food shots scored well, and the ad clearly communicated the category.
But the test also revealed room for improvement.
While branding was strong in the opening seconds, it faded somewhat over the course of the video, especially in the moments with the strongest positive emotion. Behavio recommended that Fermato integrate visual brand cues far more heavily into those emotional peaks.
Outcome
The Fermato team took Behavio's recommendation to heart and, when shooting the final spot, worked branding into the visuals organically and effectively, for example by building the logo into the shots with the cutting board. Constant repetition of the brand, and its written form kept at the center of attention, helped make it more memorable.
The follow-up pre-test of the final ad delivered a fantastic result. The attention to detail paid off, and overall brand recall rose by an impressive 12 percentage points.
Fermato confirmed the rule that testing ideas pays off before the first take, not after.
.avif)
