Warc index
 

This paper describes the "Feed your family for a fiver" campaign from UK supermarket chain Sainsbury's, which sought to redress high-price perceptions and grow sales during recession. Resear ...

A 2008 campaign for Wal-Mart, supporting its effort to become environmentally sustainable. Research was used to answer two fundamental questions: should Wal-Mart advertise an environmental message to

Iceland's sponsorship of I'm A Celebrity, Get Me Out of Here aimed to connect the brand's target audience with a wide-ranging creative and media strategy. The relationship between the company and the ...

Morrisons was founded more than a century ago, with its roots in West Yorkshire. When Sir Ken Morrison took over the family business, he built it into the north of England's biggest supermarket. In 20 ...

Waitrose's 'Quality food, honestly priced' campaign had enabled it to engage consumers at a time when many of its rivals were either concentrating on non-food items or struggling to compete. By 2004, ...

The 'Try something new today' campaign for Sainsbury's had two primary goals: delivering an additional £2.5 billion in revenue, and helping Sainsbury's achieve a sales-led profit recovery after a peri ...

A 2007 campaign for Wal-Mart. The company, faced with new competition, had recognised the need to renew its marketing strategy based on a deeper understanding of customers, improve its branding and ac

Bond & Bond was facing a challenging environment, in which its own sales were declining, competitors were advertising relentlessly, and New Zealanders were facing a recession. All of its brand health ...

In August 2006, SPAR Hungary, part of the SPAR multi-national supermarket chain, prepared to launch its own-label bio-food range 'Natur Pur'. The brand aimed to be 'natural, healthy and pure', and to ...

This paper describes how Waitrose built on previous marketing success by distinctively defining quality through an emphasis of ethics. This strategy helped to see off the competitive ‘grocery giants’ ...

Premium paper towel brand Handee was the market leader in New Zealand, but had failed to communicate a consistent brand message at a time when its competitors were investing heavily in their brands. P ...

The J.C. Penney Company, Inc., had been a fixture in the retail world for nearly 100 years when sales started to drop in the late 1990s. The Plano, Texas, company realized that Americans had lost inte ...

This 2005 campaign to 'Make Sainsbury's Great Again' came against a background of previous decline. The integrated approach towards solving this problem involved TV, programme sponsorship, in-store, o ...

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 ...

Cathedral City, producer of Cathedral City Cheddar, was facing a problem with regards balancing promotion of its product against advertising. While it acknowledged the benefits of promotion in relatio ...

In April 2004, consecutive sales declines and continual negative PR had led to a total loss of confidence in the M&S brand. Two years later City expectations were smashed by Q4 sales growth of 9.1 ...

In an effort to tackle the problems of a decline in market share and childhood obesity in a single scheme, Sainsbury's offered vouchers for schools for every £10 spent, together with an extra vou ...

This brief paper dicusses a campaign by Austrian supermarket Billa, during which, on a quarterly basis, members of BILLA Club with the highest purchasing power received a gift box. In return, Billa wa ...

Wattie's first launched baked beans 60 years ago, and has for decades been a staple part of the Kiwi eating repertoire. Over time, however, the Baked Beans category has stagnated as more modern snack ...

Just Juice has been around for 25 years, and yet continues to grow and demand a premium, and is the second most recalled beverage brand in New Zealand - second only to Coke. To cement its position, th ...

A very neat case, with an intelligently applied small budget generating an immediate (short-term) response in increased mall traffic. By making a real event out of a promotion, family’s advertising br ...

The article considers the problems faced by BP in rebranding its existing offering Cafe Zip under the Wild Bean Cafe name in the New Zealand market. The author looks at the need to maintain brand loya ...

Just Juice was a brand in a category being squeezed by heavy discounting, meaning it had to radically rethink what it did. It launched Just Juice Bubbles, taking the brand out of juice and into the co ...

In the summer, promotions flood the market, as gasoline outlets and their convenience stores try to attract traffic. But these promotions do little to differentiate themselves. In reality, Irving’s Cr ...

Before the launch of the new Ariel with Natural Soap in Spain and Portugal, Ariel was a brand whose emotional bonds to the consumer were, in many indicators, dangerously close to those that Private La ...

The launch of Boursin/Crème Bonjour 'Cuisine' in four different countries represented a great market opportunity for Boursin as well as an opportunity to refresh the brand image. The brand’s message ' ...

In 2000, the Sara Lee branded coffee Moccona launched an advertising campaign to increase the market share for its premium instant coffee. It looks at the brand in relation to its main competitor, Nes ...

In early 2003, an exclusive supply agreement between Dole and one of NZ’s major supermarket chains effectively locked Bonita out of 40% of its distribution channel. Something had to be done, and fast. ...

In the ultra competitive world of grocery retailing, the battle for the hearts and wallets of consumers is relentless. This is particularly the case between competitor supermarket giants The Foodstuff ...

The study describes a campaign to revitalise a 29-year-old brand that was failing. The campaign objective was aimed at making the brand more relevant for the present time. The creative strategy, deve ...