The Launch of Country Club Cuisine

Lesley Renton

1991 launch of a new brand into the 'dynamic but evolving' frozen vegetable meal sector. Marketing background, opportunity for the new range and advertising strategy described: TV plus 'synergistic' press campaign (giving recipes).
Agency: McCann EricksonAuthor: Lesley Renton

The launch of Country Club Cuisine

INTRODUCTION

Prior to the launch of Country Club Cuisine into the frozen vegetable meal sector, the market was dynamic but still evolving, valued at approximately £20 million at the end of 1990 and with extremely low penetration despite extensive marketing activity from a large number of long-established, as well as niche, brands. In May 1991, Birds Eye launched Country Club Cuisine. From the moment of its launch, new Country Club Cuisine, aided by its advertising and marketing support, succeeded in considerably growing the market...

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