Danish Bacon: Adding Value in a Commodity Market
Paper explains how advertising prevented Danish Bacon from being seen just as a commodity. Problem was how to retain preference and premium with competitor products. Campaign built on previous campaigns and on Danish theme. Main theme was superior taste, over the years customer preferences has shown success of using this approach. Confirmed by negative results in area where advertising had been withdrawn. Trade support and premium price sustained. Even modest rates of investment in advertising can be seen to have paid off.