Findus: Twice the Success

Corporate re-launch of Findus, 1986-7, and the effect of this on two specific brands, French Bread Pizza and Crispy Pancakes, which were featured in the advertising.
Agency: J Walter ThompsonAuthor: Charles Hare

Findus: Twice the Success

INTRODUCTION

This case study demonstrates the effective role that advertising has had on two Findus products, French Bread Pizza and Crispy Pancakes, which together account for about 30% of Findus' advertised brands sales. The case is essentially in three parts. It outlines:
  • the problems facing Findus in 1983 and the corporate relaunch strategy to address this.
  • the effects of the relaunch strategy on French Bread Pizza, and how advertising helped turn that brand round.
  • the effects of...

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