Bread: How generic advertising for bread can be seen to work effectively - IPA Effectiveness Awards Case Study 1982

Brief Description: Campaign by the Bread Advisory Group to combat long-term decline in bread consumption which had been falling since 1968. Strategy was to get people to 'value' bread more. Media: TV. Evaluation: consumption significantly improved. Image of bread improved during the advertised period. ;---(TAGS)--- Full Title: How generic advertising for bread can be seen to work effectively ; Number: 1982/07 ; Brand Name: Bread ; Client: Bread Advisory Council ; IPA_ProductCoding: Food (Bakery goods - bread/cakes/crackers/biscuits) ; Agency: J Walter Thompson ; Author: Doug Walker, David Baker ;