Warc index
 

This paper tells the story of McVitie's 'Deliciously Self-Centred' advertsing campaign for its Jaffa Cakes between 1999 and 2002. Tracking research, econometric modelling, blind and branded tests and ...

This paper deals with the change in the communication strategy of South African retailer, Ackermans, during 2001 and the contribution made by the new advertising campaign to its remarkable performance ...

This paper outlines how advertising helped take Weetabix to number one in value terms in ready to eat cereals. It outlines the strategy behind the brand’s re-launch in 2002 and demonstrates how this s ...

In the late 1990s, Benadryl's long history started to work against it with newer brands enjoying more positive perceptions both among consumers and pharmacists. Pfizer responded with a concerted effor ...

Sunny Queen Farms, the Australian egg producer, launched an initiative to improve brand loyalty and increase market share of its branded (as opposed to generic) eggs. Sunny Queen Farms successfully di ...

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 ...

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 ...

It’s simply taken for granted that rugby is the winter national game of choice. Television viewing figures of professional rugby may be thriving – but down at the park on a Saturday morning under 13-y ...

All indications were poor for the Treasures Ultra brand prior to its relaunch in August 2003. Market share was in steady decline and the brand’s image had become dated, conservative and irrelevant. Th ...

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 ...

This paper describes the development of Leapfrog educational toys since its launch six years ago. During this time the brand has expanded from one to 134 products. In 2002 the campaign objectives we ...

Charity campaign for the National Autistic Society, to raise awareness and funds. Research confirmed that people do not understand how serious autism is, and therefore do not empathise easily with it. ...

By October 2002, The Royal New Zealand Air Force found itself at one of the lowest points in its 80-year history of serving the country. Government policy had resulted in all the fighter jets – the co ...

This is a true kiwi success story: a NZ company, with a NZ marketing department and a NZ agency taking on the world’s leading multi-national and winning. Treasures Giggles lost 10% share in the 3 year ...

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 silver-winning paper describes the ‘The White Stuff’ campaign of 2000-2001, and how it dramatically improved the fortunes of milk. A strong insight into the image of milk and its consumers led to ...

In 2001, Hovis, owned by British Bakeries, was enjoying rising sales while the market as a whole was declining 4% a year. But profits were in decline, because retailers were forcing down prices. Hovis ...

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 ...

Small charities like Tommy’s are trapped in a vicious circle of low income – low marketing spend – low income, which is almost impossible to break out of. The large charities command big enough income ...

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 paper describes the highly successful initial phase of the Commonwealth Government’s National Illicit Drugs Campaign (NIDC). Its aim was to enhance parents’ and carers’ skills in communicating wi ...

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 tells of the launch of Golden Circle into the highly competitive baby food sector - a market where three major multinationals (Nestle, Gerber and Nutricia) had tried and failed to compete wi ...

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 ...

This study describes a campaign that encourages parents to start saving for their children's education. The creative strategy was to present children to deliver a message of hope and optimism in their ...

The 40 Hour Famine strategy was designed to encourage children to raise funds for the charity World Vision. The scheme had been in decline for several years and this campaign's objective was to arres ...

This paper describes how Vimto, a product which had long enjoyed high acceptance in the North of England, devised a TV campaign that successfully introduced the brand to the South, particularly the Lo ...

Continuation of NSPCC’s Full Stop campaign to end child cruelty. This attempted to engage everybody by showing how normal parenting experience can push ordinary people to the limit. Media used: TV and ...

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 ...