Seeds of Change - How seeds of change sharply increased sales by using branded content to create a ‘foodie fan club’

Following the limited success of its attempt to cultivate a niche market for its organic Seeds of Change products, Masterfoods redeployed its £587,000 (approximately $1.1m at 2008 rates) media budget to reach 35% more target audience.
Agency: TBWA / London Authors: Daniel Joseph

Seeds of Change – How seeds of change sharply increased sales by using branded content to create a 'foodie fan club'

This paper will demonstrate how 'Seeds of Change' (SOC), an organic brand, has grown its business by creating a 'foodie fan club' of heavy buyers.

It will show how it grew this fan club by adding branded content to its marketing mix to connect the brand more precisely, more deeply and for longer with its relatively niche target market.

In essence, SOC accelerated its sales growth in 2005 over...

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