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Le Creuset: A Recipe for Success - IPA Effectiveness Awards Case Study 1992

Brief Description: Product had almost cult status in the UK, although present in 75% of French households. Need for increased profits in 1989 after new company ownership, while maintaining brands exclusive position. Small market, less than 8% buy cookware in a given year. Targeted women's magazine campaign led to increased sales in 1990. ;---(TAGS)--- Full Title: Le Creuset : a recipe for success ; Number: 1992/410 ; Brand Name: Le Creuset ; Client: Le Creuset ; IPA_ProductCoding: Household (Kitchenware) ; Agency: Saatchi & Saatchi ; Author: Alexandra McKie, Paul Hammersley ;

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