Leveraging The Power of a Brand Idea

By the late 1990s, to the majority of British housewives the idea of fish pastes or meat spreads as a family sandwich-filling staple had become an anachronism.
Agency: Poulter PartnersAuthors: Mark Buckle, Adrian Goldthorpe and Alison Bran

Leveraging the Power of a Brand Idea

 

THE BUSINESS PROBLEM Introduction

If you can remember fish paste or beef spread sandwiches as part of your childhood upbringing, youre probably old enough to be judging an IPA AREA Award paper.

Yet the halcyon days of jelly moulds, Ford Anglias and Dixon of Dock Green have little or no resonance with the lunchbox-filling, sandwich-processing mums of today. Their daily needs (and demands) have changed...

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