Summary
This case describes the creation of the design and identity of LOVE Life, a new health and wellbeing food brand for the UK supermarket chain, Waitrose. Rather than focusing on the product range - which included soups, nuts, juices, ready meals and dried fruits - LOVE Life celebrated the goodness of natural food, and aimed to change the way consumers thought about eating well (away from connotations of diet and control, towards ideas of health and happiness). The branding featured on product packs and out-of-home media, and visually showcased the shapes and colours of foods, and used language that described ingredients, sources and tastes in a simple and positive tone. In the year after launch, LOVE Life achieved sales of £60m and in a 12-week period grew nearly 35% at a time when health and well-being categories overall grew at 4%.

Summary
Hunt's is a leading canned tomato brand in the US, which performs particularly well in the "smooth" segment but has less share in "particulates" - such as diced tomatoes. Canned tomatoes tend to be undifferentiated among most customers and Hunt's did not have a consistent advertising presence. In 2008, Hunt's research showed that freshness of tomatoes is not often associated with cans, so the communication focused on the "Flash Steam" process for canning that also conveyed an "all-natural" message. Using TV chef George Duran to give weight to the quality of the tomatoes, The Hunt's Crash Kitchen Tour ran from 2009 to 2011. Hunt's volume share gained 2 points.

Summary
Chiquita, producer and distributor of bananas, had a 40% market share in Belgium and top-of-mind awareness of 86%. In order to defend its position as market leader and premium brand, and increase market share and volume, its campaign focused on promoting exercise and fitness to active families. Tennis star Kim Clijsters was brand ambassador and the message of "Make your family move" was communicated over PR, web, point of sale, events, TV and print.

Summary
This campaign aimed to rebrand carrots for Bolthouse Farms, a leading U.S. carrot producer. The strategy involved focusing on baby carrots as a snack food. This brought carrots into competition with junk food: this comparison was made explicit by the campaign creative. The campaign included an experiential element: putting BabyCarrots vending machines alongside junk food vending machines in school hallways, a mobile game and billboards. Two months into the campaign, sales in test markets were up 10-12% over the previous year, compared to flat sales in the control markets.

Summary
This paper provides an overview of the frozen fruits, fruit juices and vegetables industry in the United States. It gives a snapshot summary of the industry, with additional sections on its development, organisation and structure, current conditions and leading companies. It contains a list of further information sources and reading.

Summary
This paper provides an overview of the pickled fruits and vegetables, vegetable sauces and seasonings, and salad dressings industry in the United States. It gives a snapshot summary of the industry, with additional sections on its development, organisation and structure, current conditions and leading companies. It contains a list of further information sources and reading.

Summary
This paper provides an overview of the canned fruits, vegetables, preserves, and jams industry in the United States. It gives a snapshot summary of the industry, with additional sections on its development, organisation and structure, current conditions and leading companies. It contains a list of further information sources and reading.

Summary
This paper provides an overview of the citrus fruits industry in the United States. It gives a snapshot summary of the industry, with additional sections on its development, organisation and structure, current conditions and leading companies. It contains a list of further information sources and reading.

Summary
McCain Foods embarked on an eCRM (electronic customer relationship marketing) programme in 2008 to establish and track value in terms of purchase frequency and sales revenues, through comparing like-for-like segmentation with supermarket data. The effects of an eCRM programme become clear when you can track a customer, from first 'moment of truth' - say an eyeball on a cookie-dropping interactive ad - all the way through to lifetime value, via a checkout mechanism. Email and social media tools were used to provide value to resistant consumers, markedly improving brand consideration scores among participants over time.

Summary
Chiquita, the Czech banana brand was worried about losing out to competitors and wanted to defend its place on supermarket shelves. Chiquita’s bananas are more expensive than the other brands in the Czech Republic, however it did not wish to lower its prices; it also wanted to maintain or increase sales during the summer period where banana consumption traditionally slows. Chiquita’s main consumers are mothers so it decided to tap into emotions connected to family relationships. The campaign involved the handing out of stickers in stores. These stickers were similar to the ones on Chiquita’s bananas but had messages of love written on them; the idea was to place a declaration of love on a banana and give it to a loved one. Total sales of Chiquita bananas increased by 34% during the promotional period.