Warc index
 

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 ...

This researched-centred study describes the development of a North of England based bakery. The paper reports on the quantifiable results of a tracking study and mailing research. The results of a p ...

In 2002, Freshbake Foods launched a range of microwaveable pies called Microbake. They were aimed at men, students, people who lived alone and mums who wanted something tasty and convenient for their ...

Campaign for Velvet toilet tissue. Describes problem faced by the brand in differentiating from major competitors (Andrex, Charmin) and retaining price premium for a low involvement product. Solution: ...

Just Juice hit the ground running in 1981, forging its way to a 40% share within 3 years and tripling the size of the NZ juice market en route. The market in ‘99 was a different proposition however. J ...

In 2002, GlaxoSmithKline was faced with the threat of losing almost $5 million dollars in sales when they had to discontinue Becotide/Becloforte, due to an international agreement to phase out CFC con ...

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 TV dinner product had suffered from quality decline, lack of marketing and increased competition. The campaign objectives were to reverse the fall in sales and achieve a 10% growth over the prev ...

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 ...

This silver-winning paper shows how, since 2000, TV advertising has helped turnaround Sainsbury’s business fortunes, by delivering £1.12 billion in incremental revenue and a ROI of £27.25 for every a ...

This silver-winning case documents how Waitrose strengthened its position as the UK’s preeminent food retailer despite tough competition from larger spending rivals. Increasing advertising budgets pla ...

In 2001 Tesco had 21% of the grocery retail market, a 5% lead on Sainsbury’s. A key contributing factor was that as the market had focused on value, Sainsbury’s had been left behind both in perception ...

Campaign (2000 - 1) to revitalise Jeyes Bloo, long the brand leader in the lavatory block sector. This sector in decline in face of new fragrant liquid rim products. New variant, Bloo `n' Bleach, and ...

Mr Muscle dominates the oven-cleaning market. Part of the SC Johnson portfolio, it is supported by spend of £3m for the Mr Muscle range: 98% awareness and 43% household penetration is the result. Howe ...

2001-2 campaign for Aeroguard, leader in the PIR (personal insect repellent) market in Australia with 51.5% share. This increased to 57.6% in 3 months against overall market decline in a below average ...

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 case relates how the “Give a Damn” campaign not only saved Golden Circle glass jam from the immediate threat of deletion, but secured massive sales and market share growth. Within two years, the ...

The campaign objectives was to maintain market share and gross margins while developing customer relationships. The primary communications objectives of achieving a higher awareness was more than met ...

The challenge was to grow Moccona's market share in the premium instant coffee sector. Several objectives were set and the case study shows they were significantly exceeded well before target dates.

Describes how the Co-op Food Retail Stores re-positioned during 1997-2000, and were transformed from a business in decline to one with a healthy-looking future. Objective of the TV `Celebrity Relative ...

Describes Tesco's advertising from 1990 to 1999, a period when Tesco's turnover increased from £8 bn to £17.4 bn and its share rose from 9.1% to 15.4%, overtaking Sainsbury to become market leader in ...

Defensive campaign 1998-2000 for McDonalds Happy Meals, aimed at retaining market leadership and profitability. A continuous promotional programme with changing content every 4-6 weeks, using 12 TV 30 ...

The Taubman Company opened MacArthur Centre in Norfolk, VA in March 1999. Located in the heart of the historic downtown waterfront district, the mall features a mix of retail, food, cinema, and enter ...