Target groups: Families, parents, mothers

 

This case demonstrates how an effective marketing strategy that can be continually refreshed creatively can provide long-term and even exponential growth in success and rewards. The 'We love our Lamb' ...

After year's of negative perceptions against red meat being unhealthy, The Campaign Palace’s proprietary “True Who” social research peered over the horizon and identified a massive change in consumer ...

Milk sales in the North American prairies fell by 1.2% between 1999 and 2002 alone. With a $2.4 million budget (approximately £1.2 million at 2008 rates), the ‘Never Stop Milk’ campaign aimed to remed ...

During the 1980s, with the cheese market in New Zealand focused on quantity, Mainland hoped to reposition itself based on emotional bonds and quality of cheese. With clear goals in mind, the “good thi ...

It was a case of think local and go global for McDonald’s “Eat Smart, Be Active” programme. This initiative was developed by DDB New Zealand to address specific issues for McDonald’s in the New Zealan ...

This paper outlines a campaign aimed at improving brand awareness, consideration and involvement. Other objectives were to increase account transactions and introduce younger customers in order to saf ...

The majority of research on family purchase decision-making has been preoccupied with who makes decisions rather than how they are made. Therefore, there is limited understanding of the process and dy ...

Generation X was characterised by its 'whatever' attitude to life. But now the erstwhile X-ers have grown into responsible home-owning tax-paying adults, what set of values are they imposing on their ...

Canadian Blood Services (CBS) is the not-for-profit organization that took over from the Red Cross in Canada (excluding Quebec) after the tainted blood scandal. It collects 800,000+ units of blood ann ...

Familiprix had been positioned as ‘pharmacy owners who know health issues and are close by’. The health positioning reflected a product mix that skewed 70% to healthrelated products, compared to 30% f ...

Just Juice hit the ground running in 1981, forging its way to a 40% share within 3 years and tripling the size of the NZ juice market en route. The market in ‘99 was a different proposition however. J ...

This paper describes the challenges facing a new bank launch in New Zealand in 2002, including switching inertia in the banking market, potentially damaging public perceptions of the bank and budget l ...

At the beginning of May 2003, New Zealand faced a major social and economic crisis, with the prospect of widespread rolling power cuts throughout the winter unless dramatic savings could be achieved b ...

The New Zealand milk market has declined since the 1980s due to health concerns, changing consumption habits and competing products. This paper describes how Anchor used innovative creative solutions ...

This case study describes how First Citizens Bank was neither a small, high service nor high finance bank and it was seen as serving no useful function. The objectives were to shift perceptions and r ...

In this article, Maggie Geuens, Patrick De Pelsmacker and Gitte Mast examine the influence of family structure on the ways in which parents communicate about consumption to their children.

Campaign to promote fish and the fishing industry, for `Seafish' (The Sea Fish Industry Authority), 2000. Aim: to promote fish as healthy, in an enjoyable way. Aimed especially at C1C2 mothers. TV, li ...

Marketers need to be aware that they must see children in the context of their families - and know what a modern family means. As accepted social stereotypes fall by the wayside and the boundary betwe ...

This case measures the effect that the ‘Two Boys’ campaign had on Kellogg’s Sultana Bran’s brand performance. The brand was in poor health prior to the campaign, facing an ambitious marketing objectiv ...

This case charts how Scotch-Brite (from 3M) leveraged itself from its traditional ground of the kitchen sink and into dominating the fastest growing category in household cleaning. It is written by a ...

This case is about how Meat & Livestock Australia (MLA) and its agency BMF delivered a significant return on a modest advertising investment from lamb producers. The campaign enabled the value of the ...

This case is about a campaign that reversed negative attitudes toward red meat and helped boost consumer expenditure by A$1 billion. 'Red Meat. Feel Good' required a new way of communicating nutrition ...

2000 relaunch campaign for Lipton Sidekicks. Lipton was one of the first companies to launch a packaged meal accompaniment line with Noodles & Sauce in 1985. But by 1999, the brand faced real barriers ...

The campaign objectives was to maintain market share and gross margins while developing customer relationships. The primary communications objectives of achieving a higher awareness was more than met ...

The marketing challenge is described as taking this successful brand and make it great and maintaining its number one position over the next decade. The study claims a highly successful sales perfor ...

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.

2000-1 campaign to revitalise Lipton Chicken Noodle soup, a brand in slow decline for 13 years in a flat market. 4 TV executions aimed at persuading mothers to serve more often, press added later. Res ...

1999 television campaign for Kraft Dinner. Brand, though leader in category, had been losing equity, being increasingly bought on deal to compete with private label. Need to revitalise the brand to st ...

The 'Trapped' campaign introduced a new way to treat the flu, prescription Tamiflu. The goals of this campaign were to build awareness of this new brand in this new 'flu treatment' category, and moti ...

How Surf was turned around in 5 years. In 1994, Surf had a 2% share of the detergent market, was loss-making, and had been de-listed by Sainsbury's. By 1999 it had reached 7% share and was the fastes ...