Cuisine - we do amazing things
The Communication Agencies Association of New Zealand, Gold, Advertising Effectiveness Awards 2005
In 2000, Cuisine was the market leader with a high subscription base and no serious competition to speak of.
In 2000, Cuisine was the market leader with a high subscription base and no serious competition to speak of. By 2005, the category had exploded to 21 food and wine magazines sold in supermarkets alone. Cuisine anticipated this explosion of competitive titles with a campaign designed to protect its critical subscriber base, continue to grow circulation and readership, target incremental growth from retail sales and protect its share of retail space. Perhaps the most radically disruptive element of the campaign was the brave decision made by the client to allow MTC to design the magazine’s front covers for each edition as an integral part of communicating the brand’s essence. This campaign has eschewed traditional media weight in favour of the power of creativity to deliver the brand’s story – Cuisine’s ratecard media spend has never exceeded two percent of the total magazine category. It is a strategy that through its consistency over time has allowed Cuisine to enhance its differentiated position and by doing so deliver outstanding results. Cuisine’s consistently bold brand building strategy has allowed it to ride out the competitive forces of the Food and Wine magazine category and emerge an even stronger leader today.