Food: Sauces, seasonings, condiments

 

Marmite - owned by Unilever - is often seen by its users more as a national institution than a brand. Up until 2005, Unilever had been able to deliver brand growth by increasing penetration, but this ...

The Hellmann's 'It's Time For Real' campaign used a mixed communications platform of traditional advertising and branded content to grow the brand in a shrinking category. The campaign was premised on ...

Schwartz has a heritage in herbs and spices, but also produces a huge range of sauces and dry sachet mixes, priding itself on its twin attributes of quality and authenticity. However, research carried ...

Although its Tabasco brand hot pepper sauce had been around since 1868, E. McIlhenny and Sons Corp. had never before used national, high-profile television advertising to promote the product. Instead, ...

Despite being best known for its margarine-based product, Bertolli, found it necessary to extend its product portfolio to remain competitive. Using brand extension, it moved its previous advertising m ...

With increasing competition from Heinz and Campbell’s, Baxters, producers of soup, launched a new campaign in 2003 to combat this. Focussing on the sense of attachment through family, the brand chose ...

The launch of Boursin/Crème Bonjour 'Cuisine' in four different countries represented a great market opportunity for Boursin as well as an opportunity to refresh the brand image. The brand’s message ' ...

This silver-winning case documents how, despite being in a declining market, Marmite managed to grow at an average of 5% p.a. between 1995 and 2001. This was achieved with little more than an extremel ...

Campaign to reposition Heinz Salad Cream. TV, print and ambient media ads position salad cream as something to improve the rubbish young people eat. It enabled the brand to hold share with a large pri ...

Most people had a jar of jam tucked away in their cupboards, but few bought jam on a regular basis. A major reason for this was that none of the main jam brands had been advertised in recent years - t ...

By the late 1990s, to the majority of British housewives the idea of fish pastes or meat spreads as a family sandwich-filling staple had become an anachronism. The product category had suffered from a ...

International campaign in 1999 (?) by Leo Burnett for Heinz Tomato Ketchup. Objective: to give the brand a consistent world-wide image. Objective : invest the brand with `charisma' using the bottle as ...

Review of TV advertising for Marmite over period 1975-98. Changing themes: mother & baby in the 1970s, `Soldiers' and `My Mate' campaigns after 1987 with more adult focus. Sales increased 5% since 197 ...

This 1998 paper explains how a family-type commercial (JWT) helped successfully to launch Oxo Lamb Cubes in 1996. Taking into account the BSE scare created a need for brand expansion, and research fou ...

Oxo Gravy Granules had received little above-the-line marketing support and with the BSE controversy still raging and Christmas approaching, something needed to be done quickly. A prize draw was decid ...

This paper sets out to demonstrate how planning helped steer a product used primarily for weight loss away from the clichés and pitfalls associated with promoting a product on a diet platform. It also ...

Frank Cooper wanted to reach ABC1 housewives with the twin objectives of stimulating trial and reinforcing the brand's strength to the existing customer franchise. The commercial, broadcast on Classic ...

The story of the long-running Oxo `Family' campaign, ending with the launch of Oxo Gravy Granules in 1991. The advertising strategy from the `Katie' campaign 1957-75, through to the `family' campaign ...

Describes the 'family' campaign for Oxo which began in 1983, its fortunes to 1989, how it maintained Oxo's previously built `brand capital'. History of the brand is summarised, especially during the 1 ...

A local campaign which took Knorr to brand leader in Scotland. In 1975, Knorr was dominated by Oxo in England, but less so in Scotland, thanks to the tradition of making home-made soup; Knorr was foun ...

How advertising restored the fortunes of an old and loved brand. The history, background and reasons why consumers were lapsing are presented. The brand was becoming out of touch with modern eating ha ...

1980s campaign to launch one variety of Colman's speciality mustards (Wholegrain). Creative strategy and rationale described. Three alternative ad strategies tested (the hall testing is described); fi ...

In 1982 sugar was in a very difficult situation. After 80 years of stability, per capita consumption was declining. The communications plan was integrated, cohesive and comprehensive. In addition to ...

Prompted by increasing costs of maintaining a satisfactory weight of TV airtime in the London area, Heinz chose to test radio's performance as a supplementary medium on Capital Radio. Across the year ...

History of the long-running `family' campaign for Oxo, specifically over the period 1984-87. The campaign, running each winter, took place in an exceptionally competitive marketing environment (discus ...

A campaign which helped to move Mazola corn oil from a position of weakness in one section of the market to a position of strength in another. Background: cooking oil marketed since the 1960s as an al ...

Campaign to rejuvenate a very old brand which had gone into steep decline in 1970s and 1980s. Decision in 1983 to renew brand and reverse this trend. Bovrils' history, benefits and problem is summaris ...

How Hellmann's Mayonnaise was repositioned as a proper mayonnaise, not a salad dressing. Second prize in section. Objective: to broaden use of Hellmann's for other foods, away from salads. Creative so ...

1983 launch of Canderel, the first non-saccharine sweetener, carrying a price premium of 800% over saccharine brands. Product has unique taste benefits over saccharine. The problem for advertising was ...

Waistline (Crosse & Blackwell) was the first low-calorie salad cream to be launched with heavy advertising support in the UK salad dressing market. The agency was Grey Advertising. The market, product ...