|Agency: Headspace Marketing
Weston – Moelleux Plus
Winner: Off to a Good Start - Bronze
Business Results Period: January 2006–June 2006
Start of Communication Effort: January 2006
Base Period: January 2005–June 2005
The Quebec bread market is dominated by two players, Weston/Gadoua (Weston acquired Gadoua in 2004) and Multi-marques, a division of Maple Leaf/Canada Bread.
Weston is a product name in Quebec, rather than a corporate name [roughly equivalent to Wonder in English Canada]. Despite attempts to reverse three years of decline via advertising and promotion, volume and share and key brand attributes were eroding.
Along with a different competitive...