How do you position a company in a whole new lite?
Pfizer Inc., a multi-billion dollar company with an excellent reputation in many non-food areas, needed to shed some light on their reduced-fat ingredients expertise.
The Preston/Tully Group analyzed the competitive arena and determined that Pfizer’s strengths lay in their extensive service capabilities and comprehensive array of products.
An integrated campaign focused on market segments that offered the strongest potential – frozen dairy and baked goods. Advertising and sales aids promoted Pfizer as having “just the right mix” of resources… from a complete system of ingredients, to the extensive R&D, technical service and marketing support needed to create the ideal lite foods. This campaign helped serve up healthy double-digit sales growth in these two key segments.
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