Lyons Maid Fab: The Rave from the Grave

Lyons Maid Fab ice-lolly brand's distribution was in 'almost terminal decline', the brand lacked a clear image and faced delisting by the trade. A relaunch campaign needed to appeal to older children. Media used: TV ? children's programmes (initial burst followed by drip strategy). Campaign focused on nostalgia and humour. Results: increased awareness and imagery. Sales increase of +73% over the key May-August period in 1993