Findus French Bread Pizzas and Crispy Pancakes: Twice the success - IPA Effectiveness Awards Case Study 1988

Brief Description: Paper looks at the complete re-launch of Findus in 1986-7 in particular the effect on French Bread Pizza and Crispy Pancakes. There was a need for repositioning which is explained in the paper as is background on both products. Sales results and advertising effectiveness are discussed. In the case of Crispy Pancakes modeling showed specific brand personalities can succeed in increasing profits by delivering long term sales volume even at premium price. ;---(TAGS)--- Full Title: Findus : twice the success ; Number: 1988/06 ; Brand Name: Findus French Bread Pizza ; Findus Crispy Pancakes ; Client: Findus ; IPA_ProductCoding: Food (Ready meals, convenience foods) ; Agency: J Walter Thompson ; Author: Charles Hare ;