Agency: BMP DDB Needham | Author: 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...