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...