Findus French Bread Pizza: A New Product Success

John Williams

New brand launch, 1979-82. Television was the main medium, concentrating on unique qualities of the product.
Agency: J Walter ThompsonAuthor: John Williams

Findus French Bread Pizza: A New Product Success

INTRODUCTION

Findus French Bread Pizza, launched in May 1979, has proved a remarkable new product success in the 1,000 million frozen food market. It has become Findus' fourth biggest-selling product with a consumer value of nearly 9 million. It took Findus from a 4% sterling share of frozen pizza sales in the first half of 1979 to brand leadership in 1980 with 22%. In 1981, when several major manufacturers launched rival French bread pizzas, Findus retained brand leadership of all pizzas and, in...

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