Second prize winner. In decline since mid-80's consumers understood the benefits of fibre, but were finding it from other food products including cereals which they felt were tastier as well as rich in fibre, product seen as old-fashioned and medicinal. Research showed All-Bran contained a lot more fibre than other products thought to be high in fibre. New creative strategy was developed with a national TV campaign in 1989. Volume which had been in decline rose 8% in 1990 and 14% in 1991. Usage amongst loyal consumers remained the same but overall penetration especially amongst younger people increased. Message was believed with good product awareness. Creative change accounted for the upturn.