your Roots are an Asset
Materne preserves, a Belgian heritage, are losing ground to private labels; prime time news shows workers asking for Government help to avoid factory closure
andré turns the news to Materne's advantage
and proposes an innovative marketing strategy focusing on people
- workers' hands take care of the fruits
- home made recipes promote local heritage
- prominent poster campaign using these themes in bus shelters
> result: emotion and roots recover Materne's market leadership