Magazine article Marketing

Spreading the Low-Fat Word

Magazine article Marketing

Spreading the Low-Fat Word

Article excerpt

SPREADING THE LOW-FAT WORD

Low fat spreads are high on the agenda after the COMA report on healthy eating. Both Unigate's St Ivel Gold and Van den Bergh's Delight were quick to spot the opportunity and took full-page newspaper ads, extolling the virtues of their products.

Normally, however, their approaches could not be more different. Gold devotes a massive 98% of its 4.6m [pounds] spend to TV, while Delight puts in only 16%. It gives most of its money to magazines (53%) and newspapers (29%).

Gold, launched in 1977, was the first entrant into the "low fat/buttery taste" sector of the yellow fats market. But now it is fighting to maintain its high profile and lead in the sector. In the past 14 years a raft of rival players have muscled in on its low fat/buttery taste platform. Earlier this year, the brand relaunched, backed by a new TV ad shot by David Bailey, in an effort to protect its position. …

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