Fading brand legend gets FUICed and wins 9.5% growth

Sales of blokey Farmer's Union Iced Coffee (FUIC) stagnated in impulse channels in Southern Australia in 2009.

Fading brand legend gets FUICed and wins 9.5% growth

Agency AJF PartnershipAdvertiser National Foods – Farmer's Union Iced Coffee 750mlAuthor Jody ElstonTotal Campaign Expenditure Under $500K

IMPULSE SALES WERE SLIDING

Launched in 1978, Farmer's Union Iced Coffee (FUIC) is legendary in South Australia. (It's been officially named as a South Australian State Icon – truly!) It's a down to earth, hard working, blokey brand that's like a best mate. With 64% of the flavoured milk category and 21 million litres consumed every year, it is the number one packaged impulse beverage in South...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands