Cravendale: Cash from cows - how integrated communication built a premium milk brand - IPA Effectiveness Awards Case Study 2004

Brief Description: Cravendale's story shows how integrated communication built a premium milk brand worth £41m from a standing start. Cravendale faced massive challenges - the road to success wasn't 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 ;---(TAGS)--- Full Title: Cravendale: cash from cows. How integrated communication built a premium milk brand ; Number: 2004/2 ; Brand Name: Cravendale ; Client: Cravendale (Arla Foods) ; IPA_ProductCoding: Food (Dairy products - milk, cream, yogurt, cheese, eggs) ; Agency: DDB London ; Author: Elisa Edmonds, Sara Donoghugh ;