Mainland - Good things take time

During the 1980s, with the cheese market in New Zealand focused on quantity, Mainland hoped to reposition itself based on emotional bonds and quality of cheese.

Good Things Take Time

Agency: Clemenger BBDO Advertiser: Mainland Awards: Sustained Success  (Gold/Grand Effie)

Marketing Challenge

In the 1980's, generic cheese advertising focused on increasing consumption through promoting big blocks. Shoppers were encouraged to buy a 1kg block for the family that could be used in many ways. The big block market was rapidly becoming a household item and would become increasingly price driven over the next decade with the introduction of budget brands. Mainland recognised the future was in creating a brand that...

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