Fading brand legend gets FUICed and wins 9.5% growth

Sales of blokey Farmer's Union Iced Coffee (FUIC) stagnated in impulse channels in Southern Australia in 2009.

Fading brand legend gets FUICed and wins 9.5% growth

Agency AJF PartnershipAdvertiser National Foods – Farmer's Union Iced Coffee 750mlAuthor Jody ElstonTotal Campaign Expenditure Under $500K


Launched in 1978, Farmer's Union Iced Coffee (FUIC) is legendary in South Australia. (It's been officially named as a South Australian State Icon – truly!) It's a down to earth, hard working, blokey brand that's like a best mate. With 64% of the flavoured milk category and 21 million litres consumed every year, it is the number one packaged impulse beverage in South...

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