Maple Leaf Foods: Larsen Classic Taste Returns

Packaged food manufacturer Maple Leaf Foods needed to reverse a drastic 23% sales decline and a 17% share loss in Canada, which it suffered after it changed the recipe of its popular Larsen Classic wiener.

Maple Leaf Foods: Larsen Classic Taste Returns

Target

Section I — Basic information

Business Results Period (Consecutive Months): February 2012 – July 2012

Start of Advertising/Communication Effort: 30 January 2012

Base Period as a Benchmark: February 2011 – July 2011

Section II — Situation analysis

a) Overall Assessment

The traditional wiener category is alive and well in Atlantic Canada. One brand in particular – "the Larsen wiener" – is considered a grocery staple. Although owned by Maple Leaf Foods (MLF) for the past 30 years, the Larsen brand was originated by an immigrant who landed by ship...

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