Dairylea - Out of the fridge and into the playground

Olivia Heywood

During 1990-93, cheese spread market volume declined by 18%, while snacks sales soared by 29% to £500 million (approx $989 million at 2008 rates) as more than three quarters of children were having a snack after school.
Agency: J Walter ThompsonAuthors: Olivia Heywood

Dairylea: Out of the Fridge and Into the Playground

INTRODUCTION

In 1995 Dairylea was a well established household name, but stagnant and facing an unpromising future.

The Dairylea story today is a very different one. Through innovative marketing, Dairylea has been transformed from a brand facing an uncertain future in a declining market into a powerbrand. In the late 1990s, the advent of powerbrands saw the generation of enormous profits for the companies that have successfully created them and then leveraged their power Dairylea is one of these success stories....

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands