Making Batchelors eligible again

Keir Cooper

1992-3 campaign to revitalise Batchelors. Background: this old brand, which had dominated its markets, was under severe threat from own label, and found itself without any technical advantages, a weak brand image (downmarket, old-fashioned, lacking credentials), a disparate range of products, and a focus in declining (old-age) markets.
Agency: Still Price LintasAuthor: Keir Cooper

Making Batchelors eligible again

SUMMARY

The Batchelors story offers one brand's response to one of the most poignant issues facing marketeers today - the widely reported death of the brand.

The onslaught of own-label in the late 1980s posed a particular threat to Batchelors, given its focus in areas of low-technology, easy-to-copy convenience foods. Volume decline across the breadth of its dated, dehydrated and unrelated portfolio was swift and potentially fatal. If this venerable old house name, a pantry institution, was to survive much beyond its centenary in 1995 it...

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