The competition and category leader, Smuckers, was made from bad stuff — refined sugar and tons of corn syrup. Our client, tiny, unknown Sorrell Ridge, was 100% fruit. Our big challenge was to go up against this huge, well-known and well-liked competitor, and do it on a tiny budget.
Result: First month sales up 90% and up 50% the first year while the category grew just 3.5%. Forbes ran a feature on the story and Harvard Business School now teaches the case.