Lady's Choice: Finding success in binding people together

Condiment brand Lady's Choice, used a TV campaign pushing the idea of reunions to boost Christmas sales of its mayonnaise in the Philippines.

Campaign details

Brand: Lady's ChoiceBrand owner: UnileverLead agency: Ogilvy & Mather (Phils) Inc. Country: PhilippinesIndustries: Sauces, seasonings, condimentsMedia channels: Events & experiential, Online video, Outdoor, out-of-home, TelevisionBudget: 1 - 3 million

Executive summary

Christmas is a critical period for condiment brand Lady's Choice, with almost half of its annual volume sales riding on the occasion1.

Since 2006, the brand has been using campaigns that latched on to one of the most aspired-for special-occasion dishes for Filipinos – the macaroni salad, which has mayonnaise as its main ingredient....

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