In 1997, Lyle Hubbard CEO of Gardenburger, a producer and marketer of veggie burgers and meat alternative products, which had together his leadership team called Gardenburger advertising strategy, which was until then primarily of print ads in the catering trade publications, discuss trade shows off-invoice promotions with distributors, in-store sampling and radio advertising. When Hubbard arrived at Gardenburger, it was his desire to create a fast growing, highly profitable company by ta … Read more »

In 1997, Lyle Hubbard CEO of Gardenburger, a producer and marketer of veggie burgers and meat alternative products, which had together his leadership team called Gardenburger advertising strategy, which was until then primarily of print ads in the catering trade publications, discuss trade shows off-invoice promotions with distributors, in-store sampling and radio advertising. When Hubbard arrived at Gardenburger, it was his wish, a fast growing, highly profitable businesses to create by Veggie burgers from a small health food niche to mainstream consumers. He believed that the key to achieving this strategy was the establishment of national circulation in the largest channel, the grocery channel (had the Gardenburger only 30% from the beginning of 1996 invaded); innovation with flavor variety (but usually with a focus on veggie Patty vs. expanding into other meat alternatives). Creation and broad consumer awareness and trial
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from
Sonya Grier,
Victoria Chang
Source: Stanford Graduate School of Business
21 pages.
Publication Date: Apr 22, 2003. Prod #: M305A-PDF-ENG
Gardenburger Advertising Strategy (A) HBR case solution