By end 2013, the Denny Gold Medal brand faced many new competitors challenging for a share of the key breakfast occasion both inside and outside the category. Aggressive pricingand promotions along with rising consumer expectations of quality, packaging and food values meant that Denny Gold Medal needed a complete re-launch. A renovation of the whole proposition was actioned, from product recipe and packaging through to new communications campaigns incorporating TV, Outdoor, Radio, PR, digital and sampling. The campaign has delivered a major turnaround for the brand resulting in revenue, volume, penetration, market share and brand equity gains.

Heineken faced a decline in a key market segment and responded with a decision to bravely innovate in a well-trodden music platform in order to connect with a hard to reach audience. A solid, long-term platform was created, marrying the Heineken brand DNA with a deep understanding of how music is experienced and shared within this target market. Heineken Sound Atlas has performed beyond expectations, with significant growth in associations that are vital to the recruitment of their target consumers. Heineken is now positioned to continue its growth and deliver to its target audience fresh and immersive global music experiences.

In early 2014, West Coast Cooler was experiencing decreasing volumes in a declining marketplace, and the brand was under threat. Consumers were not responding to the brand as they had previously done. The marketing team needed something radical to happen to overhaul and protect the future of this sizeable brand. A new strategy was devised to connect with 22-27 year old females, and a completely new brand campaign was launched, assisted by Jump. Every touch point was considered and overlaid with the new campaign sentiment of Girls Shine On. The results achieved were outstanding, reversing the decline and lifting brand affinity and brand image.

Lidl developed a brand position to better bond with consumers and face down competitors. Research guided the business to focus on the aspirations of consumers. With the support of Chemistry, a new strapline, Choose to live a little, was developed and an internal engagement programme was rolled out. A new design identity and tone of voice reflected the new brand positioning. Extensive brand collateral was created and the stores were fitted out with new signage and brand POS. The brand campaign has driven substantial increases in penetration, sales and market share as well as excellent brand scores and very high recall of the campaign strapline.

SuperValu's core brand positioning revolves around commitment to quality food and the local community while also offering best possible value. In 2014, the We Believe campaign needed to emphasise the Quality and Local brand elements while continuing to communicate Value. New SuperValu ambassadors were key across every touch point with the brand. With the help of colleagues at DDFH&B, the campaign has led to another year of excellent results for SuperValu, establishing its brand reputation, and lifting sales revenues, as well as further improvements across all brand metrics, ending the year on an all- time high.