Pam's Foodstuffs

The campaign objective was to raise the perceived quality of Pam's brands across 660 lines. This was achieved by associating the product with Jamie Oliver.

Pam's

Jamie Oliver

Agency: FCB New Zealand

 

The Pam's brand was languishing and needed to be repositioned on a 'quality' platform, to achieve a lift in sales across the full range of 660 products.

The marketing challenge was to reposition all of the Pam's products as being good quality (equal to or better than the national brand leader by volume).

Perceptions of Pam's being lower quality were entrenched and a significant shift in customer perception was required to drive increased sales and market share. Pam's competes with the combined marketing and communications weight of most national grocery brands on...

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