Subject Index
 

In September 2007, Heinz launched Snap Pots, a new range of microwaveable baked beans. The launch was a response to the Heinz master brand's efforts to add value to its overall portfolio, in what was ...

Marketing food in Britain has become increasingly complicated, as concerns about childhood obesity, increasing commodity prices and the power of celebrity have changed the communications landscape. Th ...

Influenced by changing consumer needs, the US frozen fruits, fruit juices and vegetable industry, which recorded retail sales worth $4.49 billion (£2.25 billion at 2008 rates) in 2003, has extended it ...

The US food processing industry - which markets products such as canned fruits and vegetables, fruit and vegetable juices, sauces, preserves, jams and jellies - accounted for nearly 13% of the annual ...

This campaign for Heinz Baked Beanz aimed to revitalise the brand. Sales had been declining 4% per year due to medium and light buyers buying out of habit only. The solution was to inform them of the ...

First campaign for the Potato Marketing Board, 1992-5. Background describes a marked decline in consumption of potatoes up to 1992: suffering negative consumer attitudes and under attack especially by ...

1993 and 1994 campaigns to inculcate loyalty to Sunkist oranges. Brand had very high top-of-mind awareness, but two thirds of regular users said they would buy another brand if Sunkist not available. ...

1991 launch of a new brand into the `dynamic but evolving' frozen vegetable meal sector. Marketing background, opportunity for the new range and advertising strategy described: TV plus `synergistic' p ...

Shows how consistent advertising maintained Green Giant's leadership in the canned sweetcorn market, at premium prices, against competition and own-label threat. The paper looks especially at the peri ...

Despite a wealth of positive attributes there was ample evidence indicating that the apple was losing ground to its competitors in terms of both share of mouth and share of fruit dollar. The 'More Lif ...

The success of the Ricegrowers' Co-operative's Sunrise brands and the 'Sculptures' campaign is a powerful example of how a relatively low interest category can be brought to life.

Launch campaign for a new potato product in North of England, July 1984, followed by national extension in January 1985. Marketing history and rationale for new brand explained. Research to develop th ...

Describes the creation of a brand in a largely commodity market. Spring 1984 campaign for Californian raisins, generic and for the Sun Maid brand. Objective to halt sales decline and restore lost shar ...

In 1981, French Golden Delicious (Le Crunch) was worth £100 million in an apples market of some £235 million. This was achieved in less than a decade and with above-the-line investment of never more t ...

1979 market test of a new Heinz salad brand, Canned Coleslaw. Aim to achieve 10% of coleslaw market in Anglia, Midlands, Southern, London and Wales & West TV areas, with minimal cannibalisation. Stra ...

The authors link marketing and transaction cost economics (TCE) literature to explain factors determining brand equity from the buyer’s perspective. An initial analysis of fourteen EU fruit and vegeta ...