Weston Bakeries – Gadoua Moelleux
Agency: Headspace Marketing Inc
Section I – BASI
Business Results Period in Consecutive Months: January 2008 – June 2010
Start of Advertising/Communication Effort: January 2008
Base Period as a Benchmark: Calendar 2007
Geographic Area Covered: Québec (French only)
Annual Budget Range: $500,000 – $1 million
Section II – SITUATION ANALYSIS
a) Overall Assessment
Prior to the repositioning that is the basis for this case, Gadoua Moelleux white bread had declining sales and eroding brand equity. The entire white bread segment was also shrinking, and it was critical for Gadoua Moelleux...