Dairylea: Out of the fridge and into the playground - IPA Effectiveness Awards Case Study 2000

Brief Description: This paper describes how the launch of Dairylea Dunkers helped the whole brand grow and the cheese spread brand Dairylea's, value sales increased by 62.5% between 1996 and 1999 ---(TAGS)---Full Title: Dairylea - Out of the fridge and into the playground ; Number: 2000/32 ; Brand: Dairylea ; Client: Kraft Foods UK ; Product Category: Food (Dairy products - milk/cream/yogurt/cheese/eggs) ; Food (Spreads & dips - savoury) ; Agency: J Walter Thompson ; Author: Olivia Heywood ; Prize Winners: 3 Star (Adworks ref: Advertising Works 11)

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