Dairylea: The children's cheese - IPA Effectiveness Awards Case Study 1994

Brief Description: Dairylea cheese spread managed to maintain its leadership position and increased sales performance and volume in an increasingly competitive market. Dairylea was positioned as a pleasure brand for children, with a strong brand proposition. The campaign's popularity and appeal increased the emotional attachment for the brand as well as increased advertising awareness. ;---(TAGS)--- Full Title: Dairylea : 'the children's cheese' ; Number: 1994/304 ; Brand Name: Dairylea ; Client: Kraft Jacob Suchard ; IPA_ProductCoding: Food (Spreads & dips - savoury) ; Food (Dairy products - milk, cream, yogurt, cheese, eggs) ; Agency: J Walter Thompson ; Author: Alison Fogg, Richard Block ;