Kraft Foods – LEO – Rudi
Agency name: Ogilvy Group NV Client name: Kraft Foods Belgium Category: Innovative Idea or Concept
BACKGROUND
The ‘countlines’ market is a very competitive market driven by visibility/innovation … to trigger consumers. The buying act in the countlines segment is very impulsive. Due to a strong competitive pressure, especially from Ferrero, LEO had to defend its category leadership.
In 2009 LEO wanted to keep its n°1 position in market share volume and become again the n°1 in market share value (vs. Ferrero) within the countlines segment with an innovative 360°...