Albert Bartlett Rooster Potatoes - Agent

Peter Carter

This is the story of how a slowly improving brand of potato told its own story of versatility and transformation in a commodity market, in recessionary times.

Albert Bartlett Rooster Potatoes – Agent

Principal Author: Peter Carter – Consumer Insight

Contributing Authors: Alfredo Marcantonio and Steve Hobbs – MPH Creative

INTRODUCTION

This is the remarkable story of the enduring and exceptional power of TV advertising.

It is a story of transformation of a brand in a commodity market, in recessionary times.

It utilises the power of TV created celebrity culture. In a post modern world it mocks that culture, but gains from that culture for its own benefit.

It achieves this in a highly price promoted, supermarket dominated grocery market, without major bog-offs or distribution gain. It...

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