Title | Press Conference |
Agency | DDB Matrix |
Campaign | The Cows Want It Back - Arla Foods |
Advertiser | Arla Foods |
Brand | Cravendale |
Posted | August 2004 |
Business Sector | Milk & Milk Based |
Philosophy | Cravendales story shows how integrated communication built a premium milk brand worth £41m from a standing start. Cravendale faced massive challenges - the road to success wasnt entirely smooth. But by outlining the role that continuous evaluation played, the case demonstrates how an optimised channel strategy and a powerful idea delivered significant incremental profit. Furthermore, the case provides exciting new learning by quantifying the value of integration. |
Result | Cravendales story shows how integrated communication built a premium milk brand worth £41m from a standing start. Cravendale faced massive challenges - the road to success wasnt entirely smooth. But by outlining the role that continuous evaluation played, the case demonstrates how an optimised channel strategy and a powerful idea delivered significant incremental profit. Furthermore, the case provides exciting new learning by quantifying the value of integration. |
Media Type | Television & Cinema |
Length | |
Market | United Kingdom |
Econometrician | Les Binet |
Account Planner | Elisa Edmonds |
Account Director | Justin Notley |
Econometrician | Sara Donoghugh |
Planning Director | Sarah Carter |
Advertising Manager | Hanne Søndergaard |