PAM Cooking Spray: Haunted

This case study describes how PAM, a cooking oil spray brand owned by ConAgra Foods, emphasised the ease of cleaning pans after use of the product in order to appeal to US Latino females.

PAM Cooking Spray: Haunted

Campaign details

Agency: DDB California, D exposito & partners, Possible WorldwideMedia: Mediacom, SparkResearch: Market Data Corporation, Wooldridge Associates, Inteligencia, Segmedica, Ipsos ASI, Sands Research, Communicus

PAM needed to reverse an ongoing share loss vs. Store Brands due to a perceived lack of differentiation and a roughly $1/can price premium. PAM's Marketing Strategy was to prove to brand switchers there was a difference between cooking sprays worth paying for. The Marketing Objective was to close the 10 point volume share gap vs. Store Brand cooking spray.

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