Revitalised brand

Commended: Dave UKTV

In a congested market, uktvG2 had no personality and no role in people’s lives, but, rebranded as Dave, it became the home of witty banter where celebrities like Stephen Fry and Paul Merton help to attract new viewers and contribute to the channel’s £5.4m profit.

Winner: Birds Eye Birds Eye Iglo Group

Birds Eye had already reassured consumers about the benefits of freezing food and the quality of ingredients with the Truth campaign, which went some way to restoring confidence in the UK frozen food sector but failed to increase sales.

The Good Mood Food campaign built on the success of the Truth campaign, reminding mums why Birds Eye makes teatime great. The kids eat food they love and mum is reassured that she is feeding her kids proper nutritious food. And because it is Birds Eye she knows there will be empty plates every time.

The frozen food market has returned to growth for the first time in over five years, up 3.1% in the 52 weeks to January 2008. Fish fingers are up by 11%; chicken dippers by 6.7% and chicken grills obtained their highest ever market share of 49.5%.

Birds Eye also launched the Omega 3 fish finger, which delivered 8.9% incremental growth in just eight months.

Shortlist

BRAND HMV.com
COMPANY HMV Group
BRAND Premier Inn
COMPANY Premier Inn
BRAND Littlewoods online catalogue
COMPANY Littlewoods (Shop Direct Group)
BRAND Barbour
COMPANY J Barbour and Sons

Sponsored by The Value Engineers

The Value Engineers is a leading strategic brand consultancy dedicated to creating brand value. We provide senior marketing executives with strategic insight, intellectually rigorous processes and smart solutions that allow them to out-think, out-manoeuvre and outperform their competition. And because truly great brands come from within, we also help to inspire and embed the solutions into our clients’ organisations, ensuring the capabilities and passion to deliver through to the market are in place.

Our offer is organised into 6 competency areas:

Branding – Visioning, Positioning, Development, Architecture
Strategy – Business Planning, Growth Strategy, Portfolio Deployment and War-gaming
Insight – Positioning Development, Proposition Optimisation, Segmentation, Trends
Innovation – Innovation Strategy, Opportunity Platform Definition, Insights to Ideas, Concept Creation
Capabilities – Marketing Training, Train the Trainer, Academy Development, Masterclasses
Closeness – Consumer and Customer Closeness Programmes, Senior Management Engagement, Concept Embedding and Development

We are proud to sponsor the ‘Revitalised Brand’ award. As well as being present at the birth of many new brands over the years, we have also breathed new life into many more established brands, to ensure continued growth for our clients.

Wendover House
24 London End, Beaconsfield
Buckinghamshire
HP9 2JH
T +44 (0)1494 680009
F +44 (0)1494 680999
E info@thevalueengineers.com
W www.thevalueengineers.com
Directors
Anna Eggleton – Director of Closeness Graham Harding – Founding Partner & Development Director Giles Lury – Director of Branding Katy Mousinho – Deputy Managing Director & Director of Insight Richard Oldham – Director of Innovation Ian Robertson – Financial Director Paul Walton – Founding Partner & Chairman Alex Waters – Director of Capabilities Owen Williams – Managing Director & Director of Strategy
Disciplines Branding, Capabilities, Closeness, Innovation, Insight, Strategy Clients BP, BSkyB, Capgemini, Carlsberg, Diageo, Givaudan, Lloyds TSB, Sony, Sony Ericsson, Unilever, Visa
Turnover £6 million
Established 1986
Membership of trade associations /professional bodies
Our directors are members of the Market Research Society, the Institute of Directors and the Marketing Society

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