Abstract:

Saatchi Saatchi Garland Compton Ltd., has developed a radio campaign for Quality Street comprising four commercials 'John son's Quality Street', 'Evans Quality Street', 'Smith's Quality Street' and ' Wingco Boffo Harrington's'. The campaign has been developed to give additional support to the brand in its area of strength (London and South) and help consolidate its positioning against Roses in the pre-Easter selling period. The research was required to assess consumer reaction to the current radio commercials, and two other radio commercials not on air.