Golden Circle: Give a Damn about your Jam

Alissa Moes and Lisa Neighbour

This case relates how the “Give a Damn” campaign not only saved Golden Circle glass jam from the immediate threat of deletion, but secured massive sales and market share growth.

Give a Damn About Your Jam!

Saving Golden Circle from Deletion

EXECUTIVE SUMMARY

The “Give a Damn” campaign not only saved Golden Circle glass jam from the immediate threat of deletion, but secured massive sales and market share growth. Within 13 weeks of the client leaving an urgent trade meeting with the threat of deletion looming, market analysis had been completed, propositions and concepts developed and researched, an advertisement made and put to air and sales increases of 159% achieved for glass jam. Within two years, the campaign more than tripled brand dollar share, growing from 4.2% to 14.3% with...

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