Packaging Branded Food & DrinkColey Porter Bell
Fairview is a small company, producing award-winning Brie and Camembert cheeses that competes with Parmalat, producers of Simonsberg cheese, the No.1 brand in the South African market.
Parmalat is a multi-national with stronger marketing, logistics and merchandising infrastructure. This places more pressure on the Fairview cheese packaging as it has to do more than one job – communicating the product benefit, raising awareness and doing a PR job as well.
By mid 2008 the South African consumer was becoming much more price sensitive – price inflation remained...