Pre‑testing Advertising Campaign · New Product Launch

“Nasha Ryaba”: How Neuromarketing Testing Helped Launch a New Product Line with the Right Focus

MHP was launching meat and sausage products under a brand best known for poultry. Neuromarketing tests identified the strongest idea and three critical issues that needed to be fixed before going live.

Key Optimization Results

12% → 88%

Logo visibility “Nasha Ryaba”

0.54 → 0.63

Engagement at product display

8 → 14

Eye fixation on product

Nearly one in two respondents recognize the product in the category — VNT

Client:

MHP / “Nasha Ryaba”

Launching a New Product Line

Category:

Advertising Campaign Pre‑test + Packaging Evaluation

Methods:

Facial Expressions

EEG

Eye‑tracking

Product:

Meat & Sausage Products

Under the “Nasha Ryaba” Brand

Task

Choosing the Strongest Creative Concept

MHP was launching an entirely new product line—meat and sausage products under the “Nasha Ryaba” brand, primarily known for chilled poultry. The task was to select the advertising concept with the highest potential among several options and optimize the commercial before campaign launch.

Re‑test after adjustments

Packaging Evaluation

Selecting the Advertising Concept

Method

EEG, Eye‑tracking & Facial Expression Analysis

We conducted a neuromarketing pre‑test of advertising animatics across several creative concepts.

The study included EEG measurements (engagement levels, frontal alpha asymmetry to assess motivation, frontal gamma asymmetry) and eye‑tracking to analyze visual attention distribution.

Additionally, we tested the packaging design of the new product to identify which elements had the strongest motivational impact.

EEG Alpha Asymmetry

EEG Gamma Asymmetry

Eye‑tracking Analysis

Facial Expression Analysis

Findings

Winning Concept and Three Key Issues

WINNING CONCEPT

The “Chicken or Egg” idea—a playful twist on the age‑old question, where instead of a chick, meat and sausage products emerge from the egg—delivered the strongest results: high levels of attention, engagement, and motivation. We recommended this concept for launch.

At the same time, the neurotest revealed three specific issues

Attention Imbalance Between Storyline and Product

Viewers were captivated by the storyline intrigue, but when the new product appeared—the campaign’s core message—engagement and motivation did not rise sufficiently. Perception remained focused on the entertainment aspect rather than the product message.

Weak Visual Attention to the Brand

Eye‑tracking showed that only 16% of respondents noticed the “Nasha Ryaba” logo in the animation—a critically low figure for a campaign intended to transfer brand trust into a new category.

Untapped Motivational Potential of Packaging

During separate packaging tests, we discovered that the message “100% Own Chicken” triggered a strong motivational response among consumers. This element was not emphasized in the animatic, although it could have become a key argument in a category where the brand was a newcomer.

Recommendations and Changes

Specific Changes Driven by Neurodata

Shift Focus to the Product

Reframe product shots so that the moment of presenting the new product becomes the emotional climax of the commercial, rather than just the ending after the storyline intrigue.

Strengthening Brand Presence

Increase the visual weight of the “Nasha Ryaba” logo in product scenes.

Integrating the Key Message “100% Own Chicken”

Add this element as a prominent highlight, given its proven motivational potential.

Result after optimization

Measurable Impact Across All Three Areas

We re‑tested the final commercial. The adjustments delivered measurable improvements across all three critical areas.

Post‑optimization result — the final commercial

Attention Shifted to the Product 0.54 → 0.63

The highest peak of engagement and motivation now occurs precisely at the product reveal. Engagement rose from 0.54 to 0.63, while motivation increased from 0.14–0.26 to 0.47–0.55. Viewers are most interested at the moment they see the sausage products.

Product Holds Attention 8 → 14 fixations

Product visibility remained at 100%, but attention retention grew significantly—an average of 14 eye fixations on the product compared to 8 in the animatic. Respondents spent noticeably more time examining the sausage products.

Logo Became Noticeable 12% → 88%

Logo visibility increased from 12% to 88% of respondents—a sevenfold improvement.

The “100% Own Chicken” Element Works 100%

The added element demonstrated strong motivational potential and high attention retention—it became one of the key focus points in the final frame.

Result

Business Outcome

The “Nasha Ryaba” brand delivered strong results in the VNT study for brand awareness in the meat and sausage category—nearly one in two respondents reported recognizing the brand’s products in this segment. Additionally, 61% of respondents noted that the commercial motivated them to purchase, while also rating it as original and engaging.

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