Academic studies showed greater impact if audience state of mind is happy. Our bespoke Panel data identified ‘uplifting’ media touchpoints.But ‘Smile on their plates’ needed to work against a diverse range of brand stakeholders. This required a phased and integrated solution:- The media body-language of a leader-brand, not a defensive one: BOLD and CONFIDENT media demanding stakeholder attention.- Advertising focused into positive and ‘happy’ media environments to support brand reappraisal.PHASE 1 – Directly rehabilitating brand reputation amongst detractors: using National Press, Outdoor, Inserts and News websites to introduce a new corporate identify and manifesto. PHASE 2 – Presenting the brand manifesto to its core audience: through Women’s Press (extended to ‘opinion-leading’ specialist food magazines).PHASE 3 – New ‘signature’ product launch through TV, Outdoor, Web and Family Cinema.PHASE 4 – Christmas meal planner online: helping mum through the stress of creating the ultimate feelgood day for the family.

• Brand immediately starts to rebuild trust.• Big Green Tick, (PHASE 3 NPD) achieves ‘Product of the year 2009’ (Frozen Healthy).• Lowest ‘hate’ score and highest recommendation levels seen since April-May 2007.• ‘Quality’ and ‘trust’ scores trend upwards post-advertising exposure, as ‘highly processed perception’ reaches historic low. *• Corporate relaunch resulted in positive rise in total awareness +9%. *• Posters drove significant awareness of BM healthy range (+18% pre / post). **• Weekly visitors to www.bernardmatthewsfarms.com surged from average 750pw to 3500+ pw during campaign.Sources * Millward Brown **Clear Channel