Wall's Sausages: Grizzler - How Wall's gained the upper hand in the ultimate dogfight - IPA Effectiveness Awards Case Study 2006

Brief Description: This paper explains how Wall's Sausages was once faced with seemingly impossible challenges but is now a profitable brand with the confidence and capital to innovate and launch new products. The communications structure has achieved this by maximising advertising effects across the entire Wall's portfolio. Specifically, the consistency of the campaign via the brand thematic of a dog named Grizzler, has ensured that investment benefits both advertised and non-advertised products in the range. The incremental value sales generated by Masterbrand TV totals £5.288m across all Wall's sausage products. The total incremental sales figure is £2.278m, which means that each £1 spent on advertising has returned £1.76 in value sales for the brand ;---(TAGS)--- Full Title: How Wall's gained the upper hand in the ultimate dogfight - the battle for sausage supremacy ; Number: 2006/42 ; Brand Name: Wall's Sausages ; Client: Kerry Foods ; IPA_ProductCoding: Food (Meat products - ham, sausages, bacon, salami etc.) ; Agency: McCann Erickson ; Author: Steve Hopkins ;