National Foods (Pura Milk)

'Love your milk'

Purpose Branding, Stakeholder & Cultural Change, Social Impact

Brief:

Once a market leader, National Foods’ Pura Milk had lost market share to an aggressive competitor due to an incorrect perception that Pura was not being sourced from local farmers.

Strategic thinking:

Dealing with a consumer misconception, strategically we had to cut straight to the heart of Pura Milk’s roots. We needed to correct the misperception, but more importantly, reintroduce appetite appeal into the campaign.

Creative:

The ‘Love your milk’ campaign worked across brand, taste and loyalty. Kick started by an internal and also trade engagement campaign, we took our message to market to reintroduce real appetite appeal for Pura.

Results:

Within three months of launch, sales in Tasmania out performed all other states.

The campaign won a 2002 Bronze Summit Award (judged in the USA against over 50 countries).