Findus Lasagne: Beating the Recession
Non-essential foods suffered in 1990/91 during the recession, sales being down 8% on 1989, in 1991. During this period Findus grew their lasagne brand by 180%, establishing brand leadership from 4th position in1989. Showed the decision to change from range marketing to concentrating on a key line was a success. Driving force was lasagne TV commercial airing in 5 national bursts. Market share more than doubled, with a positive response from the trade. Paper discusses how advertising worked, data appeared to show success was more increasing interest in lasagna than the brand Findus.