Bega Cheese: How human values can still win against price discounting

Bega's position of bringing the Australian public into Bega farmers' lives led to Australians connecting with the brand on an emotional level rather than concentrating on price.

Bega Cheese: How human values can still win against price discounting

Agency: Clemenger BBDO MelbourneAdvertiser: Fonterra Brands (Australia) Pty. Ltd.Authors: Michael Derepas & Mandy HendersonTotal Campaign Expenditure: $5 – 10 million

Strategic communications challenge

With increasing competition, aggressive discounting, commodity-fuelled price rises and retailer rationalization, the outlook for Bega at the start of 2010 was bleak.

The everyday cheese category in Australia is fiercely contested with 11 brands making up 70% of sales. Multiple brands fight within a flat commoditised category. When you.re market leader fighting for every dollar, the...

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