Boddingtons: "By 'eck"

Describes how advertising helped the Boddington's brand to grow from a regional brand to a national brand with regional roots, whilst maintaining and strengthening its credentials in its heartland. Challenges included danger that heartland loyalists would lose 'their' brand, also a temptation to trade on price and lose value. Media used: press, plus specialist magazines was main medium, national TV added after 2 years, rolled out gradually. Results: increases in penetration, usage, awareness, image and sales. Secondary effects include an increasing price premium, distribution growth, as well as a corporate benefit for Whitbread.