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 ago

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.

With milk sales declining since the chains began promoting milk at the lowest price permitted by law,...

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