Dairy Innovation editor Geoff Platt asks the winners of the recent Dairy Innovation Awards and Elopak Dairy Marketing Awards how it feels to have won, and what the future has in store.
What does winning a Dairy Innovation Award mean to you?
Sandy Wilkie, Milk Marketing Forum chairman: It is fantastic to see the achievements of ‘make mine Milk’ being recognised on an international stage. Winning these awards is testament to the fact that the campaign is really making a difference – we’ve seen a shift in consumer attitudes since the campaign launched and volume sales are increasing. After a long period of decline, consumers are turning to milk once more.
Belinda Parkinson, brand manager – white cheese, Arla Foods UK: We are very excited and proud to have won this award. Savera is a new brand and we are very pleased that we have already won an award. It demonstrates to everyone involved in the long journey to launch the brand that all their hard work has paid off.
Lars Witt Jensen, marketing manager, Danish Dairy Board: It will always be something special to win an Award. So of course we are proud. And winning a Dairy Innovation Award gives us a recognition of our work and ideas about promoting dairy products. The selected jury comes with expertise from both the industry itself and from the suppliers, which we find very important.
Lars Dalsgaard, senior vice president, supply chain, Arla Foods: We are very proud of this recognition of our success regarding zero waste to landfill. The journey to this took several years and this award validates the hard work.
Louise Allen, brand manager for Lactofree: Our campaign aimed to cut through the typically negative world of ‘free-from’ so we had to be innovative in order to help people get back to the dairy treats they love. As such, we are absolutely delighted to have won this award and to have the quality of our hard work and efforts recognised.
Greg Ward, marketing and communications coordinator, Nampak Plastics: We are extremely proud to have received a further award and industry recognition for Infini, particularly at an international level where we were up against some very strong dairy products from across the globe. We believe Infini delivers the optimum lightweighting and carbon footprint solution, resulting in both cost and carbon reduction opportunities. To have this recognised among our industry peers is very encouraging and reflects the success that Infini is currently achieving in the UK.
Nirmal Chaudhary, manager (marketing & advertising), Parag Milk Foods: It is a great honour to win such a prestigious award at a global platform. Winning encourages us to perform better and with more passion and vigour. This award backs up our promise to deliver consistently and provide best of best products to satisfy the Indian palate with International standards.
How will you be using the win in your marketing and PR over the next few months?
Belinda Parkinson, brand manager - white cheese, Arla Foods UK: We will be making sure we shout about the award to consumers and retailers alike. We are also considering putting the award on pack so that consumers can see the calibre of brand we offer.
Lars Witt Jensen, marketing manager, Danish Dairy Board: We have send out a press release and we have already seen some results in a couple of newspapers. We also know that there will be an interview and case presentation in the next edition of our monthly magazine, MEJERI, which goes out to all dairy farmers and dairies in Denmark and Sweden.
Lars Dalsgaard, senior vice president, supply chain, Arla Foods: We will of course publicise this success and use it in dialogue with all our customers, and our colleagues.
Louise Allen, brand manager for Lactofree: We are proud of our award win and hope this will generate even further interest in our campaign, highlighting to retailers the importance of offering consumers real dairy without the lactose so they can ‘SAY YES’ to dairy with Lactofree.
Greg Ward, marketing and communications coordinator, Nampak Plastics: We see the Dairy Innovation Awards as a major award and, due to the success to date of the Infini - better by design - bottle , the two linked together will be used to help gain further publicity about the strengths of our design and the ability to adapt it in various markets across the world. Working closely with our PR agency, we will seek to maximise publicity for this award win through media relations and other communications channels including our industry contacts, our website, twitter account, and, of course, our sales and marketing collateral. We will also be promoting the award win internally (e.g. via our intranet, notice boards and staff newsletters) as we believe all of our staff have a part to play in Infini’s success and will therefore feel proud to be part of this exciting project.
Nirmal Chaudhary, manager (marketing & advertising), Parag Milk Foods: I am sure that the Indian journalists would also like to talk about our win at a global platform. So there will be a press release for this achievement which our PR unit will execute. Also we will use this as one of the highlights in the product marketing collaterals and activities.
What’s the next step for your company?
Belinda Parkinson, brand manager - white cheese, Arla Foods UK: As a new brand we hope to continue to build on our successes and grow Savera into a strong and established Indian dairy brand.
Lars Witt Jensen, marketing manager, Danish Dairy Board: The next step is to further develop the Friendship campaign. We have received high acclaim from the Danish schools, which sees the activity as very interesting and relevant to their plans. We'd love to have more nations in the campaign.
Lars Dalsgaard, senior vice president, supply chain, Arla Foods: To continue with our overall sustainability strategy, of which achieving zero waste to landfill was just one aspect. Our overall ambition is to reduce our CO2 emissions by 34% by 2020. Our new dairy at Aylesbury will be a significant step in that plan.
Louise Allen, brand manager for Lactofree: Lactofree is already a significant driver in the ‘free-from’ sector and we would like this to continue. We are constantly developing new and delicious lactose-free products, and supporting them with award-winning marketing campaigns. The future of ‘free-from’ for Lactofree looks very exciting, so we look forward to what the year will bring for the brand.
Greg Ward, marketing and communications coordinator, Nampak Plastics: The Infini bottle is already demonstrating significant success and up to two million 4 pint bottles have been in the marketplace across a number of UK retailers. Nampak’s total production of milk bottles will move to the lightweighted design over a period of two to three years.
Nirmal Chaudhary, manager (marketing & advertising), Parag Milk Foods: We are committed to delivering quality products in an innovative way consistently which will cater for the different sections of the society. In this process, we have won one award and we will try to win more awards next year.
The Diary Innovation Awards were kindly sponsored by Tate & Lyle
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