Couche-Tard - Milk price war

In an industry where competition is as fierce as the margins are low, Alimentation Couche-Tard faced a daunting challenge in 2005: stop the migration of milk sales to grocery chains, and convince increasingly health-conscious consumers to buy their milk in stores known for their wide selection of beer, cigarettes and lottery tickets.
Agency: Bos

Couche-Tard – Milk price war

Winner: Retail - Silver

EXECUTIVE SUMMARY

Business Results Period (Consecutive Months):  May 2005–April 2006.

Start of Advertising/Communication Effort: April 2005

Base Period for Comparison: Year...

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