Subject Index
 

In a world of increasing demand for purer, more organic foods, hot dogs were losing their lustre. All because of an (erroneous) consumer perception that hot dogs are made with 'mystery meat'. Hebrew N ...

Tyson Foods’ mission is to proudly power the world with their chicken, beef, and pork products. Tyson’s “Powered By” campaign leverages cultural cues, humor, and love of family, to demonstrate that Ty ...

This 2000-07 campaign for Meat and Livestock Australia (MLA) aimed to make lamb the national dish on Australia Day, thus creating a new cultural tradition. This involved advertising in January, tradit ...

Having acquired the beef producer IBP, Tyson Foods, the world's largest chicken producer, found it necessary to rebrand itself to offer a clear message. Through the common linking factor of protein, a ...

For many years chicken has been a staple of the American dinner table. And one of the leading companies to produce and market poultry has been Perdue Farms Inc. of Salisbury, Maryland. The beak-like v ...

In the late 1990s Colorado-based Boston Chicken Inc. was one of the leaders in the burgeoning restaurant category of home meal replacement, or HMR. The term home meal replacement applied to restaurant ...

In 1999-2003, Wall's adopted a new business model which involved launching four new premium price varieties, but decline had set in by end 2003. It was decided that brand consistency was required, in ...

The National Pork Board discovered that Hispanic consumers had a genuine love of pork, but limited their consumption because of deeply-engrained fears and misperceptions about pork's safety and health ...

This paper provides a simple example of how an educational campaign can be used to change years of ingrained consumer behaviour. For decades, Scots have been cooking pork joints in tin foil, causing t ...

A credible and straightforward story of effective planning and creative development, with the ‘Glen’ character on TV and in-store contributing a solid set of results for Scotch Beef. In Glen, The Unio ...

In early 2004, McDonald’s identified a gap in its menu. Its share of the young adult segment was declining because it failed to offer a filling beef burger to rival competitive products. To do so mean ...

The objective of the We Love our Lamb campaign in 2001/2002 was to drive consumer demand for Lamb and provide Lamb producers a significant return on a modest advertising investment. The campaign enabl ...

This case study details a sustained return on investment achieved from an outstanding advertising campaign, the 'Red Meat. Feel Good' campaign. As the Gold Pinnacle winner in the 7th Advertising Effec ...

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 ...

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 ...

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 ...

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 ...

Campaign, May-August 1999, to reinvigorate a staple and dull product, beef mince. Campaign had to not only reposition mince, but bring about behavioural change: the key was to segment cooking mothers ...

Campaign, 1999-2000, to halt a 12 - year decline in lamb consumption, then increase it by 10%. Involved repositioning lamb in consumers' minds. Two-pronged campaign structure: 1) brand advertising (co ...

The pitch brief set three main objectives for the advertising - to generate awareness and understanding of the Scottish Selected Scotch label and to sustain the goodwill of the Scottish meat industry. ...

Campaign in 1999 by Leo Burnett for John West tuna. Objective: build brand, justify price premium. Problem: commodity price-driven market, brand had no reputation (although JW had high quality reputat ...

How advertising 1994-7 by the Meat and Livestock Commission supported the red meat market against negative forces (long-term habit changes plus the BSE crisis). 1994 objective: to stem decline in peop ...

Enjoyment of Mr Brain's Faggots (frozen balls of pork and liver in gravy) is almost entirely confined to 12% of households in Wales, the Midlands and the West Country, the majority of which are workin ...

All too often, agency planning will become involved in communication development when the product positioning has been determined and most of the major branding decisions have been taken. This paper a ...

How advertising contributed to Birds Eye's objective to become the single largest brand in the UK frozen poultry market. Advertising needed to launch the new brand and raise the salience of Birds Eye ...

Campaign 1989-93 for New Zealand Lamb. Background section summarises the history of this product and shows how competition became much more severe after the Common Agricultural Policy reforms in 1982. ...

Launch in 1993 of a new brand in the UK, Chicken Tonight. The creation of the brand concept, name, recipes etc. is described in detail: it involved creation of a new brand `meaning' which would combin ...

In June 1993 no one who understood the red meat industry would have predicted a resurgence in lean beef sales over the forthcoming years. The reversal in beef's fortunes was dramatic - the largest inc ...