The Fresh'n Fruity Loves You campaign

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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: Food products; New Zealand; Promotional methods

Document Type: Research Article

DOI: http://dx.doi.org/10.1108/00070700410558210

Publication date: September 1, 2004

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