North Eastern Gas Region: Free Standing Gas Cooker Campaign

Alistair White

1981 campaign to stimulate sales of gas cookers, in decline (North Eastern Gas - Negas). Content determined on basis of qualitative research.
Agency: Mathers AdvertisingAuthor: Alistair White

North Eastern Gas Region

Free-standing gas cooker campaign 5 September-7 November, 1981

SUMMARY

North Eastern Gas (Negas) is one of the 12 regions of British Gas responsible for profitable gas appliance retailing. This is carried out primarily through their showrooms in Central and North Yorkshire and Humberside. Its advertising has been handled by Mathers since January 1979.

At the time of the campaign under examination, Negas was five months into its 1981/82 financial year and experiencing a considerable shortfall on cooker sales. Volume was 16% lower than during the same period in...

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