Agency: Havas Canada
Advertiser: Maple Leaf Foods Inc.
Category: Launch of New Product/Service
Section I — Case Parameters
Business Results Period (Consecutive Months): April 2017 – July 2017
Start of Advertising/Communication Effort: April 17, 2017
Base Period as a Benchmark: January – December 2016
Geographic Area: Canada (excluding Quebec)
Budget for this effort: $200,000 – $500,000
Section IA — Case Overview
Why should this case win in the category (ies) you have entered?
This case demonstrates that as a direct result of Greenfield Natural Meat Co.'s inaugural advertising effort, Greenfield surpassed their objectives, secured 4 new major retailers and increased velocity by 59% YoY. As velocity indicates how well your product sells when it's available to consumers on shelf, this measurement perfectly demonstrates the outstanding success of the campaign.