Agency: Ogilvy & Mather | Author: Nick Jones |
Crispy Chicken: The Success of Going Completely Cuckoo
SUMMARY
The paper shows how advertising made a direct contribution to meeting Birds Eye's objective to become the single largest brand in the UK frozen processed poultry market.
A change of advertising coupled with using a new product to act as a lead example for the whole Birds Eye poultry range produced unprecedented results.
Ruling out all other possible factors, the advertising was shown to have produced a very rapid and large increase in sales of Crispy Chicken as well as...