Corporate re-launch of Findus, 1986-7, and the effect of this on two specific brands, French Bread Pizza and Crispy Pancakes, which were featured in the advertising.
Agency: J Walter Thompson | Author: Charles Hare |
Findus: Twice the Success
INTRODUCTION
This case study demonstrates the effective role that advertising
has had on two Findus products, French Bread Pizza and Crispy
Pancakes, which together account for about 30% of Findus' advertised
brands sales.
The case is essentially in three parts. It outlines:
-
the problems facing Findus in 1983 and the corporate relaunch
strategy to address this.
-
the effects of the relaunch strategy on French Bread Pizza, and
how advertising helped turn that brand round.
- the effects of...