The implementation of valid and comprehensible guidelines for message development potentially enhances the effects of advertising messages and improves the possibility of measuring such effects. Moreover, such guidelines also have potential implications for the managerial communication processes (client-agency and intra-agency) involved in the development of advertising messages. The purpose of the study described in this paper is to compare the development and effects of two campaign proposals, with the common aim of increasing the consumption of apples among young Danes (18 to 35 years of age). One of the proposals is the result of an inductive-creative process, while the other is based on the MECCAS paradigm, ie, means-end-based data collection employing the laddering method and subsequent use of the guidelines for message development formulated in MECCAS. The study involved a pre-test with the target group (n=500), as well as interviews with the involved advertising agency and client2 staff.