Country Club Cuisine: The Launch - IPA Effectiveness Awards Case Study 1992

Brief Description: New brand launched in frozen vegetable market in 1991. TV + 'synergistic' (giving recipes) press campaign. Brand wanted to overcome traditional negative feeling about vegetable meals. Advertising bursts led to increase in sales, with peaks stablising at higher levels showing long-term as well as short-term effects. Brand share gains shown ;---(TAGS)--- Full Title: The launch of Country Club Cuisine ; Number: 1992/303 ; Brand Name: Country Club Cuisine ; Client: Bird's Eye Walls ; IPA_ProductCoding: Food (Ready meals, convenience foods) ; Agency: McCann Erickson ; Author: Lesley Renton ;