Herta: Building a New Market
Herta Frankfurters launch, problems with frankfurter image meant a need to grow product and brand. TV campaign strategy discussed, launched in 1989 in London and Anglia test areas with promotional support. Gains shown in test areas, improvements in attitude, usage, recall and brand awareness. In 2nd year of campaign, national except for London and Anglia TV only in April with promotions later in the year. Details in paper shown again campaign was successful. Result advertising reached its objectives and brand worth 5 times more in 1992 than it was in 1988.