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    2 case(s) found.

    Does a Brand Need a Purpose? Unilever Hellmann's versus Kraft Heinz Mayonnaise

    By  Mariana Hortega,  Paulo Albuquerque,  Anne-Marie Carrick,  Andrew Lee
    Add to cart popular extra
    This short case describes how Ana L. Mamede, Hellmann’s brand manager at Unilever Portugal, responds to an aggressive campaign by rival Kraft Heinz by developing a brand “purpose” for Hellman’s mayonnaise focused on reducing food waste.

      Published 19 Apr 2022

      Reference 6640

      Length 9 page(s)

      Topic Marketing

      Region Europe

      Industry Food and Beverages Production

      View case

      Does a Brand Need a Purpose? Unilever Hellmann's versus Kraft Heinz Mayonnaise

      By  Mariana Hortega,  Paulo Albuquerque,  Anne-Marie Carrick,  Andrew Lee
      Add to cart popular extra
      • Reference 6640

      • Published 19 Apr 2022

      • Length 9 page(s)

      • Topic Marketing

      • Region Europe

      • Industry Food and Beverages Production

      This short case describes how Ana L. Mamede, Hellmann’s brand manager at Unilever Portugal, responds to an aggressive campaign by rival Kraft Heinz by developing a brand “purpose” for Hellman’s mayonnaise focused on reducing food waste.
        View case

        Candy Crush? Aligning Health, Business and Pleasure in the Chocolate Industry

        By  Pierre Chandon,  Laura Heely
        Add to cart award extra
        After winning important battles against soda, governments and health activists are targeting chocolate bars because of their high sugar content, and some, like the UK government in 2017, have set strict targets on the amount of sugar and calories that can be contained in each chocolate bar.

          Published 06 Jun 2018

          Reference 6317

          Length 16 page(s)

          Topic Marketing

          Region Europe

          Industry Dairy,  Food and Beverages Production

          View case

          Candy Crush? Aligning Health, Business and Pleasure in the Chocolate Industry

          By  Pierre Chandon,  Laura Heely
          Add to cart award extra
          • Reference 6317

          • Published 06 Jun 2018

          • Length 16 page(s)

          • Topic Marketing

          • Region Europe

          • Industry Dairy,  Food and Beverages Production

          After winning important battles against soda, governments and health activists are targeting chocolate bars because of their high sugar content, and some, like the UK government in 2017, have set strict targets on the amount of sugar and calories that can be contained in each chocolate bar.
            View case

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