Holland & Barrett was looking to develop a new TV ad focusing on women’s health, and had two potential creative routes to choose from. But, to identify the best route, the team needed to understand each option’s likely impact on the H&B brand and in-store footfall.

The only way to answer this question properly was to explore the routes with face to face focus groups. Our careful approach ensured sensitivities were managed, women were able to share their stories safely, and we were able to identify the most powerful creative route.