In 1997, Lyle Hubbard, CEO of Gardenburger, manufacturer and seller of veggie burgers and meat alternative, called together his executive team to discuss advertising strategies Gardenburger, which until then consisted mainly of print advertising in the food service trade publications, trade shows, account Invoices from stock with distributors, in-store sampling, and radio ads. When Hubbard arrived at Gardenburger, he wanted to create a fast-growing, highly profitable company, taking veggie burgers from a small niche of dietary products for consumers mainstream. He believes that the key to achieving this strategy was to create a large national distribution channels, the grocery channel (which Gardenburger penetrated only 30% at the beginning of 1996), and innovation with the flavor variety (but usually focus on vegetarian patty against the expansion into other alternatives to meat )., and the creation of a broad consumer awareness and trial "Hide
by Sonya Grier, Victoria Chang Source: Stanford Graduate School of Business 21 pages. Publication date: April 22, 2003. Prod. #: M305A-PDF-ENG
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