Carman's Refresh: Real food made with real passion

This case study details how Australia's number one muesli brand, Carman's overcame tough market conditions to achieve a 21.2% increase in baseline unit sales.

Carman's Refresh: Real food made with real passion

Campaign details

Category name: Food producersAgency: ElmwoodAdvertiser: Carman's Kitchen

Executive summary

Following a successful refresh of the core muesli range in 2010, Carman's has been Australia's number one muesli brand, however they have recently faced increasingly tough market conditions. The premium price perception of consumers combined with low barriers to entry for new players and increased presence of private label urged them to strengthen their position in their category or risk falling to the back of the pack.

2010

2014

Nothing to hide when it's real inside

21.2% Increase in...

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