Cravendale - "Check List"

DDB Matrix

DDB Matrix London, United Kingdom

5249

Title	Check List
Agency	DDB Matrix
Campaign	The Cows Want It Back - Arla Foods
Advertiser	Arla Foods
Brand	Cravendale
Posted	August 2004
Business Sector	Milk & Milk Based
Philosophy	Cravendales story shows how integrated communication built a premium milk brand worth £41m from a standing start. Cravendale faced massive challenges - the road to success wasnt entirely smooth. But by outlining the role that continuous evaluation played, the case demonstrates how an optimised channel strategy and a powerful idea delivered significant incremental profit. Furthermore, the case provides exciting new learning by quantifying the value of integration.
Result	Cravendales story shows how integrated communication built a premium milk brand worth £41m from a standing start. Cravendale faced massive challenges - the road to success wasnt entirely smooth. But by outlining the role that continuous evaluation played, the case demonstrates how an optimised channel strategy and a powerful idea delivered significant incremental profit. Furthermore, the case provides exciting new learning by quantifying the value of integration.
Media Type	Television & Cinema
Length	30 seconds
Market	United Kingdom
Econometrician	Les Binet
Account Planner	Elisa Edmonds
Account Director	Justin Notley
Econometrician	Sara Donoghugh
Planning Director	Sarah Carter
Advertising Manager	Hanne Søndergaard