Vicki Holgate
Head of Strategy at FCB Inferno
London, Reino Unido
Campaña Repackaging Goodness - Hovis
Anunciante Rank Hovis McDougall Limited
Marca Hovis
PostedJunio 2002
Producto Bread
Sector Empresarial Bizcochos, pan, galletas de centeno
Lema Get something good inside.
Filosofía This case demonstrates how the re-launch of Hovis resulted in massively increased profits. The re-launch included radical new advertising and packaging based on the core brand value of 'everyday goodness'. They drove demand to such and extent that Hovis was able to increase volume at the same time as increasing price - totally counterintuitive. Hovis was the fastest growing non-alcoholic grocery brand over the last year (+26%). And both the advertising and packaging paid for themselves and more.
Medio Televisión
Mercado Reino Unido
Director creativo
Director de publicidad
Director creativo
Planificador de cuentas

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