Bendicks - Let them eat Bendicks: the profitable democratisation of a class icon

This paper describes how Bendicks adopted a powerful ‘masterbrand’ strategy, executed through advertising, which turned around the fortunes of its core business and prepared a platform for growth and profitability.
Agency: McCann EricksonAuthors: Stephen Meade and David Bonney

Bendicks – Let them eat Bendicks: the profitable democratisation of a class icon

THE BENDICKS BRAND REVIVED

A masterbranding strategy and renewed investment in advertising have revitalised the...