Birds Eye Chunky Cod Steaks - the hunkiest fish around

Mark Brown

All too often, agency planning will become involved in communication development when the product positioning has been determined and most of the major branding decisions have been taken.
Agency: Ammirati Puris LintasAuthor: Mark Brown

Birds Eye Chunky Cod Steaks - the hunkiest fish around

 

SYNOPSIS

All too often, agency planning will become involved in communication development when the product positioning has been determined and most of the major branding decisions have been taken. This paper aims to show how early involvement in the marketing problem can help the learning process and provide an environment more conducive to producing a better creative solution.

THE PROBLEM

Macro food trends towards lighter, low-fat, 'healthier' foods indicated that Birds Eye's frozen fish business should have been enjoying...

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