Royal Pasta

Royal Surprise Taste Test

For Christmas, Ace Saatchi & Saatchi created a digital campaign for Royal that was centered on a digital video. The Royal Surprise Taste Test helped moms realize that the key ingredient to a richer Noche Buena is the courage to try something new. With Christmas as the highlight of the year for Filipino families and Noche Buena as the star, moms are unlikely to take a chance by experimenting, and usually settle for the market leader. The Surprise Taste Test was a social experiment that showed three moms who were given an unexpected task: to cook spaghetti with Royal spaghetti and sauce. They were later shown a live video of their respective families eating their dishes and giving positive reactions without knowing that their moms had actually prepared them. With the Surprise Taste test, Royal was able to show how trying something different can lead to great things. This video was the centrepiece of Royal’s first digital-only campaign, which led to a 6.5x increase in Facebook followers. On YouTube, the video was best in class with 24.2% lift in ad recall, 5.9% lift in brand awareness, 33% view-through rate (13% higher than the benchmark) and 40% completion rate (10% higher than the benchmark). Online, the campaign gained 2.9 million engagements, and led the brand to grow almost 8x faster than the category during the campaign period. It even resulted in Royal grabbing share from the market leader. Royal is one of the Philippines’ leading pasta brands, and has been in the local market for over 100 years.

Royal Surprise Taste Test

For Christmas, Ace Saatchi & Saatchi created a digital campaign for Royal that was centered on a digital video. The Royal Surprise Taste Test helped moms realize that the key ingredient to a richer Noche Buena is the courage to try something new.

With Christmas as the highlight of the year for Filipino families and Noche Buena as the star, moms are unlikely to take a chance by experimenting, and usually settle for the market leader.

The Surprise Taste Test was a social experiment that showed three moms who were given an unexpected task: to cook spaghetti with Royal spaghetti and sauce. They were later shown a live video of their respective families eating their dishes and giving positive reactions without knowing that their moms had actually prepared them.

With the Surprise Taste test, Royal was able to show how trying something different can lead to great things. This video was the centrepiece of Royal’s first digital-only campaign, which led to a 6.5x increase in Facebook followers.

On YouTube, the video was best in class with 24.2% lift in ad recall, 5.9% lift in brand awareness, 33% view-through rate (13% higher than the benchmark) and 40% completion rate (10% higher than the benchmark).

Online, the campaign gained 2.9 million engagements, and led the brand to grow almost 8x faster than the category during the campaign period. It even resulted in Royal grabbing share from the market leader.

Royal is one of the Philippines’ leading pasta brands, and has been in the local market for over 100 years.

Awards

Bronze, Family Centered Brand Category; Sub-Category – Humanity & Culture

Asia-Pacific Tambuli Awards 2018