How food advertisers are rejuvenating heritage brands

This report analyses how food advertisers can reinvigorate declining brands by using a brand's heritage in different ways.

This report describes how food advertisers are rejuvenating heritage brands.

Food advertisers have reinvigorated food brands by using heritage to:

1. Justify a premium price point

Brands that embrace their heritage use advertising to remind and reassure consumers of their product's quality and values. Longevity implies care, tradition and expertise, all of which can command a premium price.

2. Differentiate through brand provenance

When there is little perceived difference between brands, provenance can be a key differentiator.

In low-involvement categories, heritage brands can build upon pre-existing trust to communicate product superiority and regain customer preference.

3. Communicate the brand...

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