Weston Bakeries - Gadoua Moelleux

Gadoua Moelleux was repositioned as a more nutritious bread brand by this campaign, which won a bronze award at the 2011 CASSIES.

Weston Bakeries – Gadoua Moelleux

Agency: Headspace Marketing Inc

Section I – BASI

Business Results Period in Consecutive Months: January 2008 – June 2010

Start of Advertising/Communication Effort: January 2008

Base Period as a Benchmark: Calendar 2007

Geographic Area Covered: Québec (French only)

Annual Budget Range: $500,000 – $1 million


a) Overall Assessment

Prior to the repositioning that is the basis for this case, Gadoua Moelleux white bread had declining sales and eroding brand equity. The entire white bread segment was also shrinking, and it was critical for Gadoua Moelleux...

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