The Milkman Relaunch - How Advertising Halted a Long Term Decline in Share

First prize and Grand Prix winner in 1992. This 1991 campaign was designed to stem the decline in sales of milk delivered by the milkman.
Agency: BMP DDB NeedhamAuthor: John Grant

The Milkman Relaunch - How Advertising Halted a Long Term Decline in Share

INTRODUCTION

The client is the brand leader in a 3.2 billion food market. Because its competitors are far cheaper, it is losing more than a million customers a year. What could advertising do to help?

In this case the product was the milkman and the competitor the supermarkets.

The obvious answer was to target customers who were about to cancel their milkman. But we discovered that advertising could do little to dissuade them. It would be...

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