Findings
Here’s a concise breakdown of the key findings from the Deliveroo Plus advertising test, highlighting both positive and negative points:

Positive Points:

Clear Understanding of Message:
Most respondents understood the core message of the ad, with many recognizing specific benefits like free delivery and Deliveroo’s wide restaurant variety.
This shows the creative was successful in clearly communicating its value proposition.

Relevance:
The ad resonated well with the target audience, as the majority of respondents found it relevant to them. This is crucial for driving engagement and consideration.
Positive Impact on Perception:
A significant portion of respondents said the ad changed their mind in a positive direction, suggesting it was effective in shaping perceptions about Deliveroo.

Good Ratings:
The overall ratings of the ad were positive, with most respondents giving it a “Good” or “Excellent” rating. This indicates that the creative was generally well-received.
Specific Messaging (Free Delivery):

The key promotional message around “Free Delivery” was the most commonly remembered takeaway, showing that the ad successfully highlighted the right feature.

Negative Points:

Mixed Sharing Intent:
While some respondents were “Very likely” to share the ad, many only rated it as “Somewhat likely” or lower. This suggests the ad may not have the viral potential or compelling elements to drive organic sharing.

Limited Impact on Brand Trust:
Most respondents reported that the ad did not significantly change their level of trust in Deliveroo, with many indicating that their trust remained “About the same.” The ad may need stronger messaging to build or reinforce brand trust.

Action Likelihood:
The likelihood of respondents taking action after viewing the ad was mixed. While some were “Very likely” to take action, a sizable portion were not, indicating that the ad could be more persuasive in driving conversions or immediate actions.

No Influence on Some:
A portion of respondents reported that the ad had “No influence” on their decision-making, suggesting that it failed to resonate or motivate action for this segment of the audience.

Conclusion:
The Deliveroo Plus creative is strong in delivering its core message and was relevant to the target audience. However, it lacks stronger elements that drive trust, inspire sharing, and motivate significant action. These areas provide opportunities for improvement in future iterations of the campaign.