McCain: Driving a Wedge between chips, chips and more chips
Prinicipal Author: Simon Harwood, PHD MediaContributing Author: David Wilding, PHD Media
Background
This is the story of how marketing insights identified not just one, but two new usage occasions for a product that had been long overshadowed by its bigger, more successful cousins, and as a result grew both penetration and frequency of use.
Most Awards papers open up with a tale of woe to set up the business issue that the campaign has addressed. Ours opens with a tale of success. Chip success.
In the face...