Van Den Burgh – Stork

Dylan Williams

Campaign in 1998-9 by Bartle Bogle Hegarty for Stork margarine (Van den Bergh Foods Ltd). Need to reposition brand in declining market.
Agency: Bartle Bogle HegartyAuthor: Dylan Williams

Stork: 'Just Add Kids'

INTRODUCTION

This is the story of how Planning helped spot an opportunity within a market in gradual decline because we realised that the decline was 'reluctant'. It's the story of how we identified an intrinsic contemporary relevance for a traditional sector and brand.

And it's the story of how a 'decisive moment' in qualitative research helped redefine our target group from Home Bakers to Mums Who Bake. Ultimately Planning's contribution enabled us to reposition the entire brand: from the Home Baker's Friend to A Badge of...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands