Chicken Tonight Sizzle & Stir: The golden turkey - IPA Effectiveness Awards Case Study 2000

Brief Description: Chicken Tonight was perceived as bland. It had slipped from first to third postion in the sauces market and needed to be revitalised. It did so by launching a new ethnic derived variety. It needed to convey a high quality, innovative image. Burst TV was used. Results: within 2 months it had recovered no. 1 position. Achieved nearly 5000 tonnes in 12 months (above the 3000 tonnes target). Increased sales taken from the competition. Attracted new consumers (younger), high awareness ;---(TAGS)--- Full Title: Chicken Tonight's Sizzle & Stir - the golden turkey ; Number: 2000/42 ; Brand Name: Chicken Tonight Sizzle & Stir ; Client: Van Den Bergh Foods ; IPA_ProductCoding: Food (Sauces (any), pickles, gravy, stock cubes etc.) ; Agency: J Walter Thompson ; Author: Eleni Papadakis ;