G&R research shows Ad B to be 59% more memorable and 29% more persuasive to women consumers than Ad A.

Ad A's problem is that it could be so much more. Instead it merely presents a picture of a jar of Miracle Whip sitting there inertly. While this is highly important in identifying the brand and advertiser, re-emphasizing the ad's focus only somewhat by enlarging the plates of food on the bottom of the page would provide an important element in food and beverage advertising: sensory and appetite appeal. Although the headline introduces the new feature, a harder working illustration could have helped to visually reinforce the benefit.