Executive Summary
We'll be upfront. This isn't a paper about the effectiveness of advertising alone. Although we can, and have, isolated its sizeable impact. This is a story about what happens when you take the modern marketing maxim "everything communicates" seriously. It was a comms idea born out of collaboration, that lived on pack and in every bite. Making Abbott's Village Bakery a breadwinner.
Challenge, Objectives & Strategy
Cookie cutter no longer cutting it
In 2009, Helga's – in all its rustic, flour-dusted glory – was absolutely rolling in dough as a category of one.
George Weston Foods wanted in,...