Carman's Refresh: Real food made with real passion
Campaign details
Category name: Food producersAgency: ElmwoodAdvertiser: Carman's Kitchen
Executive summary
Following a successful refresh of the core muesli range in 2010, Carman's has been Australia's number one muesli brand, however they have recently faced increasingly tough market conditions. The premium price perception of consumers combined with low barriers to entry for new players and increased presence of private label urged them to strengthen their position in their category or risk falling to the back of the pack.
2010
2014
Nothing to hide when it's real inside
21.2% Increase in...