Cracottes: An advertising success
Launch campaign for Cracottes, a cracker biscuit. Tested in 1980 and rolled-out nationally in 1981. Objectives: build a 5% share of the cracker market within 12 months, equal to a £7.5 million brand. Positioned as a unique product in the market. Media: TV. Evaluation: brand passed its sales target within 5 months after national launch.