Cravendale - "The Cows Want It Back"

DDB Matrix

DDB Matrix London, United Kingdom

5927

Title	The Cows Want It Back
Agency	DDB Matrix
Campaign	The Cows Want It Back - Arla Foods
Advertiser	Arla Foods
Brand	Cravendale
Posted	July 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	Direct Marketing
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