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Case Study : Morning Foods

TASK

Morning Foods are one of the largest manufacturers of porridge oats in the country. They supply own label product to the majority of UK supermarkets and also produce their own brand of oat based breakfast products.

The client was seeking improved sales and distribution for their own brand cereal, ‘Mornflake’. With a strictly limited budget the brand needed to punch above its weight in a crowded marketplace. They needed a campaign that looked immense from modest means.

ACTION

A structured short term buying policy was adopted to take advantage of distressed space in national press and magazines. Target “trigger” rates were established. Specific stand by copy was produced. A regular contact strategy was established.

RESULT

The campaign ran across most of the mid and up market national press titles and a selection of consumer magazines. Discounts of up to 85% off rate card were secured with around 70% discount off rate card across the campaign.

The campaign achieved an impact well beyond its budget. Sales improved markedly and distribution into two major supermarket chains was secured.

Morning Foods campaign