Abstract:

For ten years now Dairylea sales have shown a fairly consistent decline. J. Walter Thompson feel that consumers need to be reminded about the natural goodness of Dairylea, to encourage them to value it more highly. To this end, the Agency has devised a campaign, the objectives of which are to remind the consumers that Dairylea is made from the finest natural ingredients. Consequently, it is the best and most nourishing spread to buy for the family. Dairylea comes from Kraft. The objectives of the research reported here were to examine how far the commercial communicates these advertising objectives.