Allied Bakeries: Tom Allinson Campaign

Paul Cox

The campaign for Allinson's Wholemeal Bread 1981-3. Objective was to turn a product with a small franchise into the brand leader in the wrapped brown sliced bread market, where there was little consumer awareness or product differentiation (as shown by CRL qualitative research) and private label dominated.
Agency: Marsteller Little & StrodlAuthor: Paul Cox

The 'Tom Allinson' Campaign

Advertising in the bread market

INTRODUCTION

This case history traces the fortunes of Allinson's Wholemeal bread in the bread market from 1981-1983 and shows how advertising can be effective in four important areas of the marketing mix;
  1. the most important overall objective of increasing sales - which was achieved by,
  2. creating relevant brand values through advertising which gave the brand added value in a commodity market - which took into account,
  3. the need to add to consumer knowledge in order to help...

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