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NEW YORK: The suppliers of leading brands of canned tuna have committed to making their products fully traceable and to avoiding illegal fishing methods, a development the UN has described as "a big achievement".

Case Study

This case study describes how Johnsonville Sausage, a Wisconsin-based meat processing company, leveraged its small town background and its authenticity to win over Canadian sausage lovers.

Case Study

This article presents a case study of how Hormel Black Label Bacon, a US-based label, created distinctiveness and originality for itself in a much-loved mega-category.

Research Paper

Grounded in random utility theory, discrete choice experiments (DCE) have proven to be effective in uncovering consumers' choice preferences and switching patterns for repeated choice.

Case Study

This case study shows how Mattessons, a meat-snacks brand, dramatically increased sales in the UK by repositioning itself towards an untapped consumer group.

Case Study

This case study describes how Sealord, a fishing brand in New Zealand, retained the core idea of the little boat from the previous year's marketing effort, and enhanced its imagery with a community-led approach.

Case Study

This case study describes the Australian Meat and Livestock Association's campaign to improve the fortunes of the beef industry, in the face of steady decline by branding beef as fuel for everyday champions.

Case Study

This case study details Meat & Livestock Australia's 'Operation Boomerang' campaign that combined insightful strategy and provocative creative to increase Australians' appetite for lamb on Australia Day.

Case Study

This case study describes how Danepak, a Danish bacon producer, launched a marketing campaign to regenerate the brand and win a new generation of consumers.

Case Study

This case study looks at Young's, the UK frozen seafood brand, and its struggle against the rise in chilled meat and fish products.

Case Study

This case study describes how the fish supplier Ocean Trawlers created the Atlantika brand to add value to their premium Cod and Haddock products.

Case Study

This case study details how Wall's, a British sausage brand, used a novelty clothing item to take ownership of lazy Saturday morning breakfast occasions and overcome declining sales.

Case Study

This case study explains how a long term partnership between Meat & Livestock Australia, a trade body, and its agencies has created long term success for the industry.

Case Study

This case study describes how US Kraft brand Oscar Mayer bacon stood out in a commoditised market, emphasising superior taste to maintain a premium price and gain increased sales and penetration.

Case Study

This case study describes how Hormel Black Label Bacon, an American bacon brand, differentiated itself by building the world's first bacon-powered motorcycle, and used this creation to fuel a content strategy.

Case Study

This case study describes how Oscar Mayer, the premium bacon brand, invented a bacon-scented device that linked to customers' iPhone alarm clocks to increase brand recognition and sales in the US.

Case Study

This case study demonstrates how Ready Crisp, a pre-cooked bacon brand made by Maple Leaf, grew sales in Canada with a humorous message to mothers.

Case Study

This case study demonstrates how Quebec Pork Producers rekindled local interest in its meat in Quebec, Canada, by highlighting its versatility.

Case Study

This case study describes how HECK, a brand of sausages launched by the Keeble family in the UK, went from selling at local farmers' markets to having ten SKUs stocked in four national supermarkets.

Case Study

This case study explains how Meat & Livestock Australia, a trade body, increased sales of lamb with a new approach to its annual Australia Day campaign.

Case Study

This case study demonstrates how Mattessons, the processed-meat products manufacturer, connected with UK teenagers using co-creation and social media, successfully changing its marketing model.

Case Study

This case study describes how Mattessons, a cooked meat products brand in the UK, launched a new snacking product aimed at teenage gamers with a social co-creation project.

Case Study

This case study describes how Applegate, the US organic meat producer, created a campaign to differentiate itself from competitors by emphasising the healthy, natural ingredients of its hot dog products.

Case Study

This case study describes a parody campaign by Kraft, the US food company, which promoted its Oscar Mayer bacon product.

Case Study

This case study describes how Gressingham, the British speciality poultry and meat producer, redesigned its packaging to improve perceptions of duck as a meat to be cooked in the home, and reverse declining sales.