we know that advertising
on gallon milk works for
launching new
items and for
“new news”

  • trial of Brand A increased
    at a faster rate among
    households exposed to
    the FreshSpace ad (test)
  • test households saw higher
    levels of trial purchase
    volume than the control set
    of households (index of 110)
  • the largest benefit accrued
    in cumulative repeat volume
    for the cumulative repeat purchase
    volume, there was a 153 Index and
    53% more repeat volume
    at the end
    of a 24 week post period