Kraft Sausage Rolls: How advertising built a brand leader in a commodity market

Previously the brand had been unsupported. Research looked at what was important emotionally and physically for sausage rolls and creative was based on this information. TV ran initially in strong Kraft areas, London, South and Wales, this was later extended. Market grew 8% in 1983 and 19% in 1984 mainly at times of ad bursts.