By considering celebrity endorsement, a well-known Food Brand aimed to increase both brand awareness and market share in the highly competitive food industry. The client approached MarketGenics.co to conduct a Celebrity Evaluation Research to determine which of three celebrity chefs would be the best celebrity face to endorse the brand, as well as the viability and potential consequences of celebrity endorsements, after being pressured by its rivals who had successfully used the same strategies.

Objective

To evaluate the feasibility, size, and possible outcomes of celebrity endorsements and who would work best, from the selection of 3 celebrity chefs: Vikas Khanna, Ranveer Brar, Kunal Kapoor.

Location

Delhi NCR and Mumbai, the key metropolitan areas for the client’s market.

Sample Size

100 participants, proportionately selected reflecting the intended market base and demographics.

Research Methodology

To gain a better understanding of consumer beliefs and attitudes towards the celebrity endorsement process, a survey was conducted online and followed by in-depth interviews. 

• Appropriate Celebrity for the Brand: The first objective of the research was to confirm the current perspectives consumers have of the client brand, and which of the three selected celebrities was most appropriate to endorse the client brand. Participants answered questions regarding brand awareness, loyalty, and overall sentiment of the brand. 


• Celebrity Endorsement Awareness: The study investigated participants' awareness and recall of recent celebrity endorsements within the food industry. This gave additional insights into the effectiveness of such advertisements.


• Consumer Preference: Consumers were invited to select which celebrities they would prefer to endorse food products, in addition to collecting data on other factors such as relevance, popularity, and age.


• Effect on Purchase Intent: The participants were asked to provide their perspectives on the effect of endorsements by celebrities on their consideration for purchase and shopping. This was additional data that would give an important perspective on the impact on sales, and to what extent it may also impact loyalty to the client brand.


• Perceived Authenticity: The participants were questioned on whether they thought celebrity endorsements were authentic when endorsing food brands. This was needed to determine if celebrity partnerships will be consistent with the brand format.


• Regional Differences: The study also evaluated the responses from the participants in Delhi NCR and Mumbai to note the differences across regions, while also seeking to provide more insight into regional opinions.

Conclusion

In conclusion, the client’s Brand received a thorough understanding of the potential benefits and pitfalls associated with celebrity endorsements as a result of this Celebrity Evaluation Research. The findings provided actionable insights on how to select the best celebrities, make authentic advertisements, and understand consumer expectations. With this information, this Food Brand felt assured in choosing the celebrity who would endorse their products, thereby giving it competitive advantage in the ever-changing food industry.

If you're interested in conducting a full Celebrity Evaluation Study to better understand your customers, please reach out to us here. Let's collaborate to achieve success.