Agency: Abbott Mead Vickers/SMS Author: Linda Caller

The Relaunch of Cow & Gate Babymeals



INTRODUCTION

This paper describes a genuine sales success story for Cow & Gate babymeals. Against a background of disappointing sales and an absence from consumer advertising of over two and a half years, the brand reacted strongly to advertising in support of a relaunch in summer 1983.

The case for advertising's contribution to this success is demonstrated by isolating the effect of other brand and market variables. This examination leads us to conclude that the placing of a persuasive advertising message in carefully selected media was the major contributor to Cow & Gate's sales growth.

The sales effect of the advertising is all the more interesting in that the media spend was at a low level throughout the campaign.

BACKGROUND

The company