|Industry||Dairy products & Eggs|
|IPA Effectiveness Awards 2004|
|The Winners||Charles Channon Award (Best New Learning)||Winner|
Credits & Description
Cravendale’s story shows how integrated communication built a premium milk brand worth £41m from a standing start. Cravendale faced massive challenges - the road to success wasn’t entirely smooth. But by outlining the role that continuous evaluation played, the case demonstrates how an optimised channel strategy and a powerful idea delivered significant incremental profit.