Bluebird Grainwaves - the end of the affair

The potato crisp market is highly competitive so in the early 1990s, the New Zealand-based company Bluebird Foods launched a grain-based snack called Grainwaves.

The End of the affair

Category: FMCGAgency: Publicis MojoAdvertiser: Bluebird Foods (Bluebird Grainwaves)

SUMMARY

This is a story about a love affair. It is about relationships, emotions and a bag of chips. It is the story of Bluebird Grainwaves, a brand that was showing little growth in a slow growth market. Built on the functional credentials of multigrain, Grainwaves had performed well through the late 1990s, but by 2002 it had hit a wall and showed signs of value decline.

With consumers' tastes becoming more discerning and adventurous, Bluebird Foods needed a strong position...

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