Case History Database

For over 100 years Bega has been a much loved iconic Australian brand selling good honest cheese to good honest Aussie families. In 2005 Bega changed its positioning, lost its point of difference, reason for being and was in the big retailers ‘sights’ for delisting. The ‘Real Town. Real Cheese’ campaign saved the brand from delisting, re established its brand truth & reconnected emotionally, driving value and volume growth. Bega is now: • The first cheese brand to crack $200m in sales • Most ‘desired’ amongst all cheese brands • Sitting at 19.2% Value Growth vs Category Growth of 11.1%

	Senior Strategy Planner		Michael Derepas
	Group Account Director		Sue Peden
	Account Manager		Georgie Buggelly
	Creative Director		Ant Keogh
	Executive Creative Director		James McGrath
	Executive Planning Director		Paul Rees-Jones
	Marketing & Business Manager- Bega		Elisa Failla		Fonterra Brands Australia
	Category Marketing Manager Cheese		Marnie Flanagan		Fonterra Brands Australia
	General Manager, Marketing and Innovation		Brad Cook		Fonterra Brands Australia