Bega – The D Word
Agency: Clemenger BBDO Melbourne
EXECUTIVE SUMMARY
For over 100 years Bega has been a much loved iconic Australian brand selling good honest cheese to good honest Aussie families. In 2005 Bega changed its positioning, lost its point of difference, reason for being and was in the big retailers 'sights' for delisting.
The 'Real Town. Real Cheese' campaign saved the brand from delisting, re-established its brand truth & reconnected emotionally, driving value and volume growth.
Bega is now:
The first cheese brand to crack $200m in sales
Most 'desired' amongst all cheese brands
Sitting at 19.2%...