ABSTRACT
Ore Ida was the mainstream leader of the retail frozen french fries market. The brand was built on two pillars: Ore Ida was “baked, not fried,” which made the buyer feel better about serving them, and Ore Ida Tater Tots which kids and most everyone else loved. Tater Tots were made from the leftover potato scraps after potatoes were sliced into french fries prior to cooking. The total frozen french fry market and Ore-Ida sales flattened out. Heinz management became disillusioned with the potato category. The Brand Platform was translated into advertising that showed mom's busy life ending in a meal served with that included Ore Ida fries. Most importantly the whole family was together and happy. Ore Ida reversed its sales decline, sourcing volume from moms who were medium to heavy category users, i.e. drove category volume and profits.
