REDEFINING FINDUS, FRESH THINKING FOR FROZEN FOOD
Findus were losing market share and looking for a wholesale change in direction in order to break back into the more profitable ABC1 category. We originated the idea for a range of cuisine designed by Michelin-starred chef Jean-Christophe Novelli. This strategy included new sub-brands for snacks and children’s ranges, and a comprehensive overhaul of the ready meal proposition, complemented by the new strapline ‘Freshness in your freezer’.
An integrated print and TV campaign ran over a one-year period producing unit sales in excess of two million. This initial work and evolution of the business has helped turn the company around.