Leading Dairy Brand, DairyBelle has as at the end of July 2012 shown a 9% growth from 2011. This success can be attributed in part to their recent “Savour Every Flavour” retail promotion campaign.
The campaign, which rolled out in May 2012, and its notable success, is largely due to strategic and relevant creative concept, solid messaging, strong prizes and prize redemption using cutting edge TMARC technology. The brand also ensured a solid in store presence on all levels.
The combination of Marketing, Promotion and PR saw the brand hold prominent status over its competitors in areas like the Cape and OFS.
The promotion was across DairyBelle product categories, a unique take to retail incentives and allowed emphasis to be brought to the variety of range and flavour. A core objective for the campaign was also to further entrench the importance of dairy in a daily diet, and bring focus to nutrition, a relevant discussion point for many South Africans as obesity becomes a growing concern. These objectives were successfully met through campaign messaging, and through the goodness of DairyBelle product itself communicated via consumer testimonial and feedback.
“Dairy provides key nutrients and is rich in calcium. It assists with body health and functioning through the provision of protein, vitamins B and D” notes Kim Bryden of DairyBelle. “In a country where obesity and poor nutrition are becoming major issues, the inclusion of dairy in a diet becomes crucial from an early age”.
The momentum that the “Savour Every Flavour” Campaign created is a strong launching pad for the leading brand to leverage increased consumer awareness and continue its core messaging moving forward.
“The objectives set out were to reiterate and increase consumer awareness of the brand’s core values and personality by bringing a smile to consumers’ faces. ‘Savour Every Flavour’ aptly conveyed DairyBelle’s core values and offered consumers great value for enjoyable goodness, as well as a reward for their purchases. At the end of the day, the campaign was a great success and helped DairyBelle to make a positive impact on South African consumers,” says Kim Bryden.
The retail promotion was the first of its kind to use cutting edge technology. Utilising the unique TMARC system, Consumers purchased a product and dialled a code along with the bar code digits to instantly see if they had won. The TMARC model of Connect-Listen-Reach-Community delivers sustainable long term benefits to a brand. The system allowed the building of a concise consumer database, which DairyBelle can now effectively use to profile consumers effectively pursue market growth.
Winners in the Month of July included Justin Vane Der Hyde, Blondie Bellow and Nechama Brett.
