Lyons Maid Favourite Centres: How advertising licked Lyon's Maid Favourite Centres into shape

Launched in 1983 Favourite Centres aimed to revitalise the Wrapped Impulse market and build share but only had modest success, with low brand awareness. Plan was to test a new advertising approach in one TV area (TVS). In following two years volume grew in the test area and declined elsewhere. Calculation of profit payback for those two test years showed profit 48% greater than total media costs over both years.