Bega Cheese: How human values can still win against price discounting
Agency: Clemenger BBDO MelbourneAdvertiser: Fonterra Brands (Australia) Pty. Ltd.Authors: Michael Derepas & Mandy HendersonTotal Campaign Expenditure: $5 – 10 million
Strategic communications challenge
With increasing competition, aggressive discounting, commodity-fuelled price rises and retailer rationalization, the outlook for Bega at the start of 2010 was bleak.The everyday cheese category in Australia is fiercely contested with 11 brands making up 70% of sales. Multiple brands fight within a flat commoditised category. When you.re market leader fighting for every dollar, the...