Cuisine de France: A Bread Basket Case

This case study demonstrates how a powerful brand positioning delivered long-term higher commercial value for Cuisine de France, a brand responsible for introducing fresh French bread and pastries to the Irish market in the 1990s.

Cuisine de France: A Bread Basket Case

Agency: Rothco

Introduction & Background

"Should we just drop the brand completely? There is no evidence in that report that suggests it's a brand worth investing in. Produce the products and let the retailers sell them through their own labels." Dave O'Donoghue, CEO Aryzta

Our story starts in the boardroom of Aryzta in February 2013, one of the biggest bakers in the world and home to the Cuisine de France brand. B&A had just finished presenting. They had been tasked with examining the position of Cuisine de France in the market and...

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