Agency: Target Marketing and Communications Inc Authors: Andrew Young, Norm Purdy, Mark McCauley, Noel O'Dea, Tom Murphy, Brian Sheppard, Kurt Mills, Terri Roberts, James Jung, Laurelyn Priestley and Denise Seach

McCain Crescendo Rising Crust Pizza

Advertiser: McCain Foods
Awards: Off to A Good Start - Gold

EXECUTIVE SUMMARY

Business Results Period (Consecutive Months): December 2004 – May 2005.
Start of Advertising/Communication Effort: 05 December 2004.
Base Period for Comparison: December 2003 – May 2004.

The essence of positioning is sacrifice. You must be willing to give up
something in order to establish that unique position.

Al Ries & Jack Trout