Agency: Ogilvy & Mather | Authors: Nancy Vonk, Jane Kestin and Steve Landsberg |
Imperial Margarine
EXECUTIVE SUMMARY
Imperial margarine has been a household name since 1969, and up until the mid 80s Imperial vied for market leadership with Kraft Parkay. Both were good products, with 'tastes like butter' positionings, healthy advertising budgets, and strong images. But for the past ten years, the taste segment has gradually been caught in a pincer movement with health brands like Becel and Fleischmanns on one side, and price/private label on the other.
As margins came under pressure, Imperial and Parkay...