One of the brands discussed is Golden Wonder, a highly popular brand of the past that is now owned by Tayto, a family-backed business that has become the UK's third largest snack company.
Golden Wonder must make itself much more visible (within a limited marketing budget) to effectively compete with Walkers, which dominates the crisp category. Golden Wonder's marketing head director tells Marketing Week in a separate Q&A article: 'We’re never going to outmuscle the market leader in terms of spend so you have to consider how to create conversations about the brand at a lower cost'.
To leverage brand fans' nostalgia and enthusiasm as part of the marketing strategy to compete against Walkers, the company is becoming increasingly active in public relations and social media. The Golden Wonder Facebook page currently has 12,100 likes; its Twitter account currently has just under 2,000 followers. Both accounts are filled with frequent posts and some consumer responses, keeping the conversation going day by day.
Wider distribution is giving sales a boost. Can Golden Wonder win back customers who once loved the brand and attract new brand fans who will become loyal buyers?
