U - V: Van Den Bergh

 

This paper provides a case history for multi-country conjoint measurement. The project began as an exercise to understand the features and communications of a food product across many countries, but t ...

Argues that traditional research reports and charts are no longer adequate for communicating changing consumer lifestyles to clients who have an increasing need to understand them. Making a TV documen ...

Campaign in women’s weekly magazines for PG Tips, to persuade mothers to offer tea to their children so that they pick up the tea habit. Highly commended, APG Awards 2001.

1998-9 campaign to revitalise Chicken Tonight with launch of a new version. CT, launched in 1993, had declined from top to third position, was seen as bland. New launch of ethnic-derived brand Sizzle ...

For a successful European launch Olivio needed advertising that created emotional distinctiveness for the brand. There was steady increases in advertising awareness as the campaign was rolled out.

Campaign in 1998-9 by Bartle Bogle Hegarty for Stork margarine (Van den Bergh Foods Ltd). Need to reposition brand in declining market. New target: younger, lighter bakers. Media: 4 TV executions in m ...

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 ...

1996 relaunch campaign for Olivio (first launched 1991), a reduced-fat spread made with olive oil. Threat from retailer's brand (ROB), esp. Sainsbury's, launched 1994. 1996-7 campaign put across posit ...

1997-8 TV campaign to re-vitalise Batchelors Supernoodles. Market described: after strong success, sales started to slow in 1996 and lose share, growing more slowly than market. Need top find new usag ...

What made the 1993-97 Peperami 'Animal' advertising so strong was that the product and the personality used to promote it were so perfectly linked - summed up in the double meaning of the line, 'It's ...

Marketing its new product Boursin Naturel challenged van den Berghs Food. Boursin was essentially perceived as a strong, soft, garlic and herb cheese with a distinctive creamy yet crumbly texture. Th ...

In 1990 the sustained growth in olive oil sales prompted Van den Bergh Foods to launch an olive oil based spread - Olivio. BBH developed the launch advertising. The brand failed to set the world aligh ...

This DMA ECHO entry was created by Barraclough Hall Woolston Gray for Van Den Barge Foods (England). The objective of this direct mail campaign was to build trial and awareness for new, innovative pyr ...

1991 launch of ICBINB!, positioned as a brand which offers a buttery taste, but is better for you than butter. TV campaign was banned shortly before launch, and the budget was switched to an 11-day pr ...

The launch advertising for Stork Rich Blend could just have been the straightforward announcement of another new product with a relatively low interest rational benefit. This paper sets out to demonst ...

Gold winner (new campaigns for previously advertised brands). Previous advertising had grown the brand and obtained high awareness, but by 1992 penetration had levelled off and volume growth had slowe ...

Describes the successful development of Boursin cheese in the UK since the brand was bought by Unilever in 1989. The French background is described. Different circumstances in the UK (explained) requi ...

The Peperami meat snack was well-established in the UK but sales had reached a plateau. This paper explores how the agency conducted semiotic analysis to determine consumers’ quirky relationship with ...

First prize in the first IPA competition. History of the move to margarine from butter is summarised: Krona was the first UK brand to be launched which looked and tasted the same as butter (based on a ...