Case Study: Kaufland boosts confidence in its strongest ad with Behavio ad testing

Kaufland boosts loyalty card campaign confidence with Behavio after 5-year anniversary pre-testing

Kaufland, a major European retail chain, partnered with Behavio for a concept test to pre-test three bold storyboards for a loyalty card campaign. Their challenge was to ensure the controversial, reality-TV-inspired ads would clearly communicate their brand and the value of their loyalty card without backfiring and causing negative audience reactions.

Behavio's pre-testing provided crucial insights, revealing strong branding but also that complex storytelling was weakening message clarity. Based on this, Kaufland refined the storyboards before production. The solution from Behavio gave the brand the confidence to invest most of its media spend behind the top-performing ad, which successfully generated strong reactions and sparked conversation as intended.

Kaufland