Milk is poorly valued
Challenge
Molkerei Weihenstephan can look back on 1.000 years of milk refining tradition. The brand stands for premium dairy products of the highest quality. Impressive, but increasingly dairies find themselves wedged between low milk prices and the trend towards milk alternatives like rice or oats, and growing consumer demand for fairly produced, organically certified dairy products that guarantees animal welfare.
All this considered, Weihenstephan dairy launched Germany's first appreciation campaign for its milk to restore the value of this virtuous raw material.
Convey the value of milk
Solution
To make a big impact, we launched the "What makes milk so valuable" campaign around World Milk Day on 1 June, across all channels. This included a specially designed content hub (Milk Blog), on the radio (radio station service and cooperation with ANTENNE BAYERN via the marketer SpotCom), and in trade and consumer media (press mailings, interviews and native ads). We extended the campaign into the social web with an influencer campaign shortly before Dairy Day.
The centerpiece of the campaign and the new content hub was Germany's first milk tasting guide, with sommelier Arno Steguweit. The guide gave consumers insight into the high quality milk Weihenstephan offers and recognized its taste, value and pedigree.
Key Facts
