Case History Database

This is a case study that demonstrates how Goodman Fielder and BMF successfully launched a new line extension in a highly competitive market by engaging a dual target market from a communications as well as a media point of view. This paper dramatises how you can engage teenage boys with something as mundane as everyday white bread whilst giving Mum a strong reason to change their old bread purchasing habits. This paper shows how a powerful campaign idea sold a lot of bread and managed to reverse the decline of a troubled Wonder brand. Resulting in $5.12 million incremental revenue during the campaign period including lag time (end of January till beginning of August). Thereby, returning $2.28 for every $1 marketing dollar invested into the campaign It is also a testament as to how ʻabove the lineʼ, ʻbelow the lineʼ, ʻthrough the lineʼ, ʻonlineʼ, ʻofflineʼ are becoming increasingly meaningless. There was NO-LINE. All that mattered for this was to have one big idea perfectly expressed and placed where it mattered and who it mattered to.

	Strategic Planner- Author		Gerry Cyron
	CEO		Matthew Melhuish
	Managing Director		Martin Rippon
	Executive Creative Director		Warren Brown
	Creative Director		Simon Langley
	Digital Creative Director		Chris James
	Creative Team		Richard Morgan
	Creative Team		Paul Bruce
	Creative Team		Cleve Cameron
	Creative Team		Craig Bailey
	Planning Director		Jeremy Nicholas
	Digital Planner		Aaron Michie		Goodman Fielder
	Data Planner		Rob Chandler		Goodman Fielder
	Data Planner		Tony Clement		Goodman Fielder
	Account Management		Vicky Norton		Goodman Fielder
	Account Management		Patrick Cahill		Goodman Fielder
	Account Management		Esther Knox		Goodman Fielder
	Account Management		Rebecca Booth		Goodman Fielder
	Marketing Manager, Baking		Neil Gordon		Goodman Fielder
	Wonder Brand Manager		Justine Olson		Goodman Fielder