Happiness is Whitworths

This case study describes how Whitworths sugar developed a clear brand strategy that helped it gain greater awareness in the UK and grow in a declining market.

Happiness is Whitworths

Campaign details

Category name: Food producersAgency: BrandpointAdvertiser: Whitworths

Executive summary

Three years ago, sugar was a rather sad place for many. For the shopper, the packs split in-store and the two big brands Tate & Lyle and Silver Spoon weren’t helping us to enjoy and do more with sugar in our kitchens. We had just rediscovered home baking because, during the recession, we learned to enjoy the simple things in life and spend time with those we love. The UK retailers were restless and concerned about the value decline of a significant category.

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