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The Fresh'n Fruity Loves You campaign

Teresa Dana (Christchurch College of Education, Christchurch, New zealand)

British Food Journal

ISSN: 0007-070X

Article publication date: 1 September 2004

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

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Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited