Findus Lasagne: Beating the Recession

Paul Hackett

1990 and 1991 were difficult years for the frozen recipe meals market; as non-essential foods, they suffered in the recession, and sales in 1991 were down 8% on 1989.
Agency: J Walter ThompsonAuthor: Paul Hackett

Findus Lasagne: beating the recession

This is a very simple story; Findus Lasagne grew dramatically in the three years preceding 1992, following a single-minded sales drive and TV advertising campaign. There is room for debate about the advertising contribution - has it really been fundamental to the brand's success? The issue is clouded by the fact that the campaign does not appear to have worked through a 'classic' branding mechanism such as raising the profile of Findus within the market or investing it with distinctive added values. On the surface, the...

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