The Challenge
Founded in the US, Newman’s Own were looking to grow their presence in the UK. They had developed a new range of pasta sauces in multiple flavours – a step away from their well known condiments – and needed to understand how UK consumers would respond.
They wanted to hear honest, first hand feedback on taste, packaging, usage and overall appeal, and to turn those reactions into a compelling video asset they could share with retailers in trade conversations.
The Approach
We recruited 10 participants to take part in a product testing Video Diary study – a sample size chosen to balance depth of insight with variety of perspectives. Each person received a bespoke task guide explaining the project, offering simple filming tips, and setting out clear discussion points and questions.
With four flavours to test, we structured the guide into three stages – before, during and after trial. This helped participants focus in on each part of the experience: initial perceptions and expectations, cooking and first taste, and overall impressions and suggestions for improvement.
Alongside talking to camera about brand awareness, packaging, flavour and fit with their usual meals, participants were asked to film themselves cooking with the sauces and taking their first bite. This created rich, contextual footage that showed how the products were really being used and how people reacted in the moment.
The Impact
Once all diary entries had been moderated and approved, we cut the footage into three longer rough edits aligned to the task guide sections. These working edits gave Newman’s Own a comprehensive view of the feedback and helped clarify which themes and moments should lead the final story.
The client then selected their favourite quotes and standout clips, which we wove into a concise final video. This combined clear consumer insight with illustrative b roll of the sauces in action, giving Newman’s Own a powerful, human piece of content to support retailer conversations and inform future product and marketing decisions.
Client Testimonial
“Highly collaborative in terms of developing the brief and during recruitment and auditions. Not sure there is much that you could do better next time around as we enjoyed working with you on this project.” – Client at Newman’s Own
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