McCain Crescendo Rising Crust Pizza

Crescendo Rising Crust Pizza had been the first rising crust brand in the market, but it was now running second to Kraft’s Delissio, and by a 4:1 ratio.
Agency: Target Marketing and Communications IncAuthors: Andrew Young, Norm Purdy, Mark McCauley, Noel O'Dea, Tom Murphy, Brian Sheppard, Kurt Mills, Terri Roberts, James Jung, Laurelyn Priestley and Denise Seach

McCain Crescendo Rising Crust Pizza

Advertiser: McCain Foods Awards: Off to A Good Start - Gold

EXECUTIVE SUMMARY

Business Results Period (Consecutive Months): December 2004 – May 2005.Start of Advertising/Communication Effort: 05 December 2004.Base Period for Comparison: December 2003 – May 2004.

The essence of positioning is sacrifice. You must be willing to give upsomething in order to establish that...

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