Food: Bread, cake, biscuits

 

Cadbury is one of Britain's best-known chocolate brands. In 2007, Burton's Foods was looking to build its biscuit business, and decided to invest in advertising for Cadbury Milk Chocolate Digestives f ...

The white bread category had been eroding for years as consumers turned to healthier bread options. This had devastating effects on the white bread category, and on Wonder bread in particular. In an e ...

Through problems in perception, Ryvita, the crisp-bread company found itself launching Ryvita Minis in 2003 to reinvent their image. With a decline in existing users of the product, the new product wa ...

As shown by this short paper, in the Netherlands, the crisbakes market is huge, but traditional, where line-extensions based on different flavours usually fail. Van der Meulen needed to establish itse ...

The Quebec bread market is dominated by two players, Weston/Gadoua and Multi-marques. Despite attempts to reverse three years of decline via advertising and promotion, Weston's volume and share and ke ...

Wonder Bread was in long-term decline, partly because of nutrition perceptions and particularly because of the 'anti-white bread' fallout from the Atkins diet. To Weston Bakeries, Wonder Bread is not ...

By embracing what was really important to consumers, the team at Publicis Mojo broke the barriers for Goodman Fielder when it launched its new bread variant MacKenzie High Country Bread. The campaign ...

Despite a declining chocolate biscuit market, Fox’s Rocky sought to reinvigorate its fortunes through its campaign in 2003. It considers the use of the figure ‘Rocky’, to target the opinion forming 8- ...

This paper tells the story of McVitie's 'Deliciously Self-Centred' advertsing campaign for its Jaffa Cakes between 1999 and 2002. Tracking research, econometric modelling, blind and branded tests and ...

This is a true story about the chocolate biscuit market in the UK and how Bahlsen have successfully developed their sales and penetration in the 'special treats' biscuit market. In particular our case ...

In 2001, Hovis, owned by British Bakeries, was enjoying rising sales while the market as a whole was declining 4% a year. But profits were in decline, because retailers were forcing down prices. Hovis ...

By 1999, supermarket own label dominated the packaged cake market. The Mr Kipling brand, owned by Rank Hovis McDougall, had seen a ten-year decline in sales and was regarded as old fashioned. A new a ...

In 1999, Maryland Cookies, owned by Horizon Biscuits, faced intense competition - own label had a 35% share of the market and the company forecast that the brand could fall by 15-20%. The launch of ne ...

Vogels faced a competitive and cluttered market making even small gains in market share difficult to achieve. The case study outlines the business, marketing and advertising objectives. The results ...

1999 revitalising campaign for McVities Jaffa cakes, a market which had become promotion-dominated. Advertising task was to 'renew the dialogue' with consumers after a 7-year advertising gap, increase ...

Television campaign, 1999-2000, to revitalise and reposition Arnott's Vita-Wheat crispbread, following two years of declining sales. Within 12 months the brand had turned and sales rose 22% (value), 1 ...

Tim Tam had been in the New Zealand market since 1983 but with no stand alone advertising it had a weak brand presence. The campaign paid off. In less than a year Tim Tam moved from number eight to ...

The biscuit market is highly competitive. However, one new area of opportunity was identified for the launch of a new Cadbury's product. The half-covered chocolate biscuit sector had shown little grow ...

Campaign in 1998-9 by Euro RSCG Wnek Gosper for Jacobs Cream Crackers. Objective: to build appeal in a younger target market who would deliver new volume. Medium: TV.

Campaign in 1998-1999 by Publicis for Ryvita. Objective: revitalise and update brand, make it enjoyable rather than just a slimming aid. Medium: TV (with Ulrika Johnson). Sales reversed decline.

Campaign in 1998-1999 by Publicis for Jaffa cakes (McVities). Objective: reinforce brand equity to wider target market (adults as well as children). Medium: TV.

This case details the Ontario relaunch of Wonder Bread. It illustrates how advertising played a direct role in returning the lustre to a tarnished star and, more importantly, restoring growth to the ...

This 1998 case study of McVitie's Penguin shows that in 1995 a new strategy and campaign backed by an increased spend proved to be more effective in revitalising the product than earlier advertising. ...

This 1998 paper shows how an advertising budget of less than £500,000 produced a 26% for Jammie Dodgers (launched in the 1960s, launching the jam biscuit category in the process, but losing momentum i ...

Arnott's identified the dangers it faced in an increasingly fragmented, low loyalty market and moved decisively to address them. The campaign fuelled trade and public interest over a sustained period ...

Hi Bran is a high fibre, sliced loaf baked by Allied Bakeries with 5% more fibre than standard wholemeal and added vitamins. It was introduced in 1979. Originally known as Vitbe Hi Bran, it was brou ...

O&M was invited to pitch for Ryvita late in 1995. An exceptionally tight timescale, meagre research information, a budget that could best be described as modest, a new product variant (Multi-Grain) ne ...

Launch of a new countline from Fox's Biscuits, aimed at young people ('aspiring adults') aged 8-14. Research showed that the volume opportunity lay in bridging the gap between grocery biscuits and con ...

Relaunch of Hovis White, 1994. Originally launched in 1991 to compete with Kingsmill and premium own label, it suffered when in 1993 the white market 'went into turmoil' after heavy promotions of `val ...

Prosper, historically the market leader in the gingerbread market, launched a campaign in 1995 to reverse its declining market share. The campaign concentrated on the fact that Prosper is a child's be ...