Pam's Foodstuffs

The campaign objective was to raise the perceived quality of Pam's brands across 660 lines. This was achieved by associating the product with Jamie Oliver.


Jamie Oliver

Agency: FCB New Zealand


The Pam's brand was languishing and needed to be repositioned on a 'quality' platform, to achieve a lift in sales across the full range of 660 products.

The marketing challenge was to reposition...