Shippams pastes and spreads: Leveraging The Power of a Brand Idea

The product category of fish pastes or meat spreads had suffered from a lack of innovation and investment and other healthier, more contemporary alternatives were making it more regularly into the daily lunchbox. In early 1998 Shippam's took on the task of fundamentally repositioning and re-launching their entire spreads range via Poulter Partners. The results of the TV campaign are impressive in terms of consumer awareness, attitudes and behaviour shifts.