Green Giant: A Jolly Good Advertising Success - IPA Effectiveness Awards Case Study 1992

Brief Description: Green Giant retained leadership in canned sweetcorn market against competitors, own label and at premium prices. This paper shows how consistent advertising maintained this leadership. Over the decade from 1982-1991 market share grew from 37% to 40% while volume grew 67%, campaign also helped to grow sweetcorn market as a whole. Constant 400 TVR burst per year. Paper summarises the financial benefits of the long-term campaign. Shows how single-minded strategy, using small weights but kept consistent can build a momentum which encourages both trade and consumer loyalty as well as profit. ;---(TAGS)--- Full Title: Green Giant : a jolly good advertising success ; Number: 1992/103 ; Brand Name: Green Giant Sweetcorn ; Client: Green Giant Company ; IPA_ProductCoding: Food (Vegetables - fresh, canned, frozen) ; Agency: Leo Burnett ; Author: Lucy Edge, Paul Harris ;