The Fresh'n Fruity Loves You campaign
Teresa Dana
(Christchurch College of Education, Christchurch, New zealand)
1640
Abstract
This paper focuses on the “Fresh'n Fruity Loves You” marketing campaign by New Zealand Dairy Foods, conducted to maintain the company's high market share in New Zealand. The campaign was started partly because there were several players in the yoghurt market and competition was intense; and it was determined that New Zealanders were increasingly looking for convenient and healthy foods to eat.
Keywords
Citation
Dana, T. (2004), "The Fresh'n Fruity Loves You campaign", British Food Journal, Vol. 106 No. 9, pp. 679-687. https://doi.org/10.1108/00070700410558210
Publisher
:Emerald Group Publishing Limited
Copyright © 2004, Emerald Group Publishing Limited