Abstract:

J. Walter Thomson, in conjunction with Findus Limited, have developed a TV campaign featuring the food values of Findus products, and including the line 'We hand your success on a plate'. The commercial available for testing featured a savory pancake. The objectives of the research program were, therefore as follows:

1. To examine the campaign strategy as exemplified by this particular approach;

2. To examine the communication of this approach, and the suitability of the executional details.