2016 highly commended: Stork, Brand revitalisation - case study

2016 commended: Stork
This is the story of how we brought our forgotten but well-loved baking brand back to life. Happy reading!
 
SCALE OF THE TASK:
Baking is hot! Unfortunately the Unilever spreads business, including its baking brand Stork, didn’t benefit from this recent buzz around baking. In contrary it suffered from overall decline in yellow fats and a switch from margarine to butter. Due to a lack of support, Stork lost awareness and became the brand that the younger generation of bakers could only remember from when their mum used it. This in combination with an intensification of butter promotions led to a longer term decline of Stork’s penetration.
 
OBJECTIVE:
  1. Revitalise Stork: Make Eager Bakers (25-45 women) aware that Stork is THE brand to use when you want the best baking results.
  2. Switch from butter to Stork: Get Eager Bakers (25-45 women) who bake with butter, to bake with Stork with Butter by convincing them that it will deliver great fluffy cakes with a rich buttery taste.

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(Please note: parts of this case study may have been redacted for confidentiality purposes.)


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