Continental - Continental rise above the pack

Russ Mitchinson

Continental is a meal solutions business, providing quick and easy meals in the form of Side Dishes, Meal Bases, Stocks and Cup a Soups and up against strong competitors.

Continental – Continental rise above the pack

Russ Mitchinson

Agency: DDB Sydney

This is a paper about Planning taking a brand to a higher ground & thereby elevating it from faithful backstop, to leading the charge in a cause dear to our consumers' & society's hearts. In doing so, Planning made a series of brave leaps that

  • Produced a unifying campaign for a disparate product portfolio

  • Broke radically from the brand's cherished past

  • And trumped our competitors' and their positionings by tethering our brand to a social cause, rather than simply to a category or consumer insight

The result...

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