Agency: 1576 | Author: Ruth Lees |
Seriously Strong Cheddar – How Advertising Created a Seriously Big Impact on Seriously Strong Cheese
INTRODUCTION
This paper will prove how advertising successfully grew a little-known cheddar cheese brand with awareness and perception problems into a 'lighthouse' brand – a brand with 'attitude' that got the competition running scared. We will show how the advertising helped Seriously Strong aggressively steal market share, threatening number-one cheddar brand Cathedral City's position, and build consumer loyalty, the 'holy grail' of the cheddar cheese market. All of this within a period of only one year of advertising...