Based on proprietary ad testing results, the “Opt-in” campaign beat current creative champion on key metrics including positive impact on brand opinion, ad likeability, better brand connection, higher purchase intent, and improved ad score performance. The younger demographic responded more positively to this campaign vs. the previous campaign while maintaining positive scores among the older target demographic, thus expanding the relevance of our message. Specifically, “Pizza” scored the highest in ad likeability (13% better than the previous campaign) and best communicated our brand position. This concept also outperformed the current creative champion on intent to act, brand opinion, and ad score.