Le Crunch in 1981: weathering a storm with a strong brand

In 1981, French Golden Delicious (Le Crunch) was worth £100 million in an apples market of some £235 million.
Agency: Wasey Campbell-EwaldAuthors: 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...

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