Milk: The Milkman Relaunch - IPA Effectiveness Awards Case Study 1992

Brief Description: 1992 First prize and grand Prix winner 1992. 1991 campaign was designed to stop the decline in doorstep deliveries. Research showed time to catch customers was when they had started to buy from supermarkets but before they had begun to consider price benefits and taken the 'step' of cancelling service. Objective to show benefits of the doorstep service. TV used for maximum impact, decline in milkman share stopped almost completely during advertising period, cancellation reduction carried on into 1992. Current users also began to buy more form milkman and less from shops. Adspend of £5.1 million led to extra profit of £22.5 million. ;---(TAGS)--- Full Title: The milkman relaunch - how advertising halted a long term decline in share ; Number: 1992/211 ; Brand Name: Milk ; Client: National Dairy Council ; IPA_ProductCoding: Food (Dairy products - milk, cream, yogurt, cheese, eggs) ; Agency: BMP DDB Needham ; Author: JOHN GRANT ;