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Volume 106, Issue 9
1 September 2004
British Food Journal Cover Image for Volume 106, Issue 9
Editors
Robert Hamlin;
Robert Hamlin
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Stefano Bresciani;
Stefano Bresciani
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Louise Manning;
Louise Manning
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Michael Carolan;
Michael Carolan
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Alberto Ferraris
Alberto Ferraris
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Conceptual Paper| September 01 2004

The Fresh'n Fruity Loves You campaign

Publisher: Emerald Publishing
Online ISSN: 1758-4108
Print ISSN: 0007-070X
© Emerald Group Publishing Limited
2004
British Food Journal (2004) 106 (9): 679–687.
https://doi.org/10.1108/00070700410558210

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: New Zealand, Food products, Promotional methods
© Emerald Group Publishing Limited
2004
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