Fry's Turkish Delight: Full of eastern promise
Campaign to rejuvenate Fry's Turkish Delight confectionery brand. Advertising had been consistent for a long time and the brand had become static in terms of market share. Objective: to refresh the brand and image, to halt decline. Target audience: younger consumers. Media: TV (Anglia test). Introduction of new packaging and twin-pack promotion. Evaluation: consumer sales increased 17% in 8 months. 27% year-on-year ex-factory sales increase. Improved share and penetration, especially among target group.