Fresh n' Fruity

The campaign objectives was to maintain market share and gross margins while developing customer relationships.

Fresh 'n Fruity

Lover of Life

Agency: Saatchi & Saatchi

 

Introduction

In the midst of an unprecedented price war, Fresh 'n Fruity remained true and developed a brand that proved to be more compelling than the temptations of discounting.

Fresh 'n Fruity may have dominated the yoghurt market in terms of sales, but in the hearts and minds of New Zealanders it was a clear number two. In 2001, Meadowlea, the number three brand instigated a price war - Meadowlea share rocketed.

What to do? Join in and retain share, or watch as Meadowlea continues to make gains?

The...

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