The best brand marketing campaign or activation category once again welcomed original marketing campaigns, activations and promotions and print, online, social media or point-of-sale campaigns that entertained, informed and educated customers.
Dairy companies were quick to respond to the increasing use of mobile technologies among consumers. Les Producteurs de lait du Québec has introduced an app, My Notebook, which acts as a pocket directory and logs in the kinds of cheese tasted by consumers, as an integrated smart tool. It suggests new cheeses to try based on each user’s tastes, perceptions and ratings; it encourages consumers to be more adventurous, while raising awareness of 450 cheeses from Québec. Similarly, Arla Big Milk from Adludio offered a mobile-only, touch-enabled campaign that invited mums to interact with the product in a quick but memorable touch-gesture, informing them about key benefits of Arla Big Milk.
All entrants to the best brand marketing category
From top left to bottom right: Les Producteurs de lait du Quebec – Rediscovering butter; FrieslandCampina – Yazoo unbelievably smooth; Arla UK – Arla Big Milk by Adludio; Connacht Gold – Bake your best; Arge Heumilch; Chobani – Love This Life; AMA Marketing; Milk South Africa – Dairy Gives You Go; Kerrygold – Orla Kiely design; Mengniu – Lifestyle Pavilion; Mother Dairy – Taste that lifts you; Muratbey – Burgu Cheese advert; Les Producteurs de lait du Quebec – Our Cheeses, My Notebook; Wyke Farms – Free Cheese Friday; and Muller Rice – Tasty B.
Cross-platform activations with a 360° approach made significant use of social media and digital platforms, such as Agamarkt Austria Marketing’s promotion of their signature seal implemented in all communication channels, including a content-oriented blog. Arge Heumlich’s campaign across posters, TV ads and social media focused on the company’s mascot, Hanni the Heumlich cow; Milk South Africa’s Dairy Gives You Go campaign positioned dairy out of the kitchen and in areas such as music, fashion and sport, encouraging teenagers to engage by participating in a competition on Facebook. Wyke Farms’ Free Cheese Friday social media initiative was part of their autumn media campaign, which also included the Ode to the Cow TV advert.
On the silver screen, TV ads appealed to consumers with their impressive visuals, moving music and imaginative narratives. While Rediscovering Butter from Les Producteurs de lait du Québec used a documentary style that takes the viewers on a trip through the history of Québecers’ relationship with butter, Burgu cheese humoured the audience with a failed attempt to turn cows into intelligent cheese experts; featuring in the message is Muratbey, who put intelligence into cheese making and has created an appealing spiral cheese for children with its unique shape.
Mother Dairy’s Taste That Lifts You connected with young, dynamic, urban consumers; and Muller Rice’s Tasty B campaign included iconic TV Ads, a V Festival promotion and on-pack promotions, vamping up the brand for younger demographic groups. FrieslandCampina opted for the animation style in Yazoo yogurt smoothie’s Unbelievably Smooth TV ad with a fantastic story that included beaver farmers, dinosaurs and flying yogurt saucers, capturing children’s imagination.
Part of Chobani’s multi-platform campaign focusing on the brand’s commitment to natural living, Love This Life TV ad takes story-telling to another level with six new TV spots to follow, depicting genuine American stories such as special moments on a farm and stands out with an original brand anthem which is downloadable from the company’s website.
Teasing appetites, Aurivo Consumer Foods’ Connacht Gold Bake Your Best campaign featured a banquet table of colourful rich desserts, afternoon tea classics, children’s treats, cakes and confectionery to communicate the quality and real butter credentials of the product; while Kerrygold collaborated with Irish fashion designer Orla Kiely for a limited edition packaging design, featuring the designer’s signature floral pattern in a colour palette of faun, green and shades of cream to reflect the Irish meadow, following the fashion-food fusion trend.
Mengniu has launched its first milk–themed exhibition at the Mengniu Lifestyle Pavilion in China, where each Mengniu brand had its own themed exhibition with interactive programs and product promotions. This year, 53,000 visitors attended the event, which also attracted a lot of media attention.
See more images from the World Dairy Innovation Awards on FoodBev’s Flickr channel.
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