Alphabites - How Advertising Helped Birds Eye Develop the Added-Value Potato Products Market

Jane Capper and Simon Confino

Launch campaign for a new potato product in North of England, July 1984, followed by national extension in January 1985.
Agency: SSC & B LintasAuthors: Jane Capper and Simon Confino

Alphabites: How Advertising Helped Birds Eye Develop the Added-Value Potato Products Market

INTRODUCTION

This paper sets out to show the effectiveness of advertising in the launch and continued development of Birds Eye's Alphabites. Alphabites were launched in the North of England in July 1984, followed by national extension in January 1985. They are small pieces of mashed potato, shaped into the letters of the alphabet. The support for this case rests on:
  • An immediate sales response to advertising support.
  • The...

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