Agency: SSC & B Lintas | Author: Sally Tate |
How Advertising has worked in the Launch of Oven Crispy Cod Steaks in Batter
INTRODUCTION
Birds Eye introduced its new Oven Crispy Cod Steaks in Batter into the Midlands in October, 1981. The product is truly a breakthrough in frozen food production. Its unique batter can be cooked in the oven or grilled, giving a perfect crisp golden coating without any of the fuss and bother of frying.
In launching this product, the company was most concerned about the risk of high substitution with its existing Crispy Fish in...