Situation: Leading producer of snack
cracker sandwiches, but poor
distribution relegated it's
market share to 4th place
in the supermarket channel.
Action: Research program led to
strategy of boosting awareness
and supermarket share by conveying
the message that Austin crackers
had to champion the ability
to relieve hunger until a
complete meal could be eaten;
utilized regional television
campaign.
Result: Growth in consumer brand
awareness and an increase
in sales and market share.
