MacKenzie Bread - Keep Lunch Special

MacKenzie, a premium bread brand sold in New Zealand, faced a major challenge in early 2009, as consumers increasingly traded down to cheaper or own-label alternatives in an effort to save money.

MacKenzie Bread – Keep Lunch Special

Category: FMCGAgency: Publicis MojoAdvertiser: Goodman Fielder New Zealand

SUMMARY

In the spring of 2009 Goodman Fielder rekindled New Zealanders’love of lunch breaks and MacKenzie bread. They achieved this by motivating New Zealanders to rethink their weekday lunchtime habits, and identifying that in the midst of a recession, store bought lunches were on the decline.

MacKenzie reversed a double digit decline into double digit growth, surrounded consumers and encouraged Kiwis to keep lunch special.

BUSINESS CHALLENGE

MacKenzie had previously established a solid position in the premium sector of the New...

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