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How Foster’s campaign produced fair d’income for Heineken

In a new effectiveness brand film produced by the IPA and Thinkbox, adam&eveDDB explain how they managed to transform Foster’s into market leader, increasing brand growth by 70% and creating a return on investment of £32 for every £1 invested.

17/03/2015

Within the film, Heineken’s Marketing Manager Lynsey Hurst, adam&eveDDB’s CCO Ben Priest and Planning Partner Toby Harrison and Tony Regan, Co-founder, Brand Performance, talk through key insights from the Grand Prix IPA Effectiveness award-winning Foster’s campaign from casting to creative, to comedy and covert data collection.

Tony Regan, Co-Founder, Brand Performance says, “The Foster’s campaign is a great example of classic creative planning that shows the power of advertising in sustaining a price premium whilst at the same time growing volume.”

The IPA/Thinkbox ‘brand stories on film’ are part of the IPA Effectiveness Masterclass series.

Full details of upcoming events and further brand films are available on the IPA Effectiveness Hub: www.ipa.co.uk/effectiveness

Last updated 17/03/2015


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