Agency: Wasey Campbell-Ewald | Authors: Nigel Carr and Sean O'Connor |
Le Crunch in 1981: weathering a storm with a strong brand
INTRODUCTION
There must be few people who have not heard of 'Le Crunch', fewer still who are unaware of its description - French Golden Delicious. Currently the brand is worth over 100 million (or larger than any confectionery brand) in a vast apples market of some 235 million.
Yet this has been achieved in under a decade and with an above-the-line investment never more than 0.3% of the brand's turnover. Moreover, it has been achieved without the reinforcement...