Vicki Holgate
Head of Strategy at FCB Inferno
London, Reino Unido
TituloDustbin
Agência
Campanha Repackaging Goodness - Hovis
Anunciante Rank Hovis McDougall Limited
Marca Hovis
PostedJunho 2002
Produto Bread
Sector Empresarial Biscoitos, pão, bolachas
Legenda Get something good inside.
Filosofia 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.
Tipo de Mídia Televisão
Comprimento
Mercado Reino Unido
Produtora
Director criativo
Director de publicidade
Director criativo
Planeador

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