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Retail campaign pushes company growth for DairyBelle
DairyBelle has announced that its recent campaign, Savour every Flavour, has contributed to the 9% growth, YTD, over the 2011 figures. The success of the campaign, which rolled out in May 2012, is largely due to strategic and relevant creative concept, solid messaging, strong prizes and prize redemption using innovative TMARC technology. The brand also ensured a solid in-store presence on all levels.
The combination of marketing, promotion and PR reportedly saw the brand hold prominent status over its competitors in areas such as the Cape and OFS.
Variety of range and flavour
The promotion was across product categories, a unique take on 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 product, 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 campaign created is a strong launching pad for the brand to leverage increased consumer awareness and continue its core messaging moving forward.
"Increase consumer awareness"
"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. The campaign aptly conveyed the core values and offered consumers value for enjoyable goodness and a reward for their purchases. The campaign was a success and helped the company make a positive impact on consumers," says Bryden.
Utilising the unique TMARC system, consumers purchased a product and dialled a code along with the barcode digits to see if they had won instantly. 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 the company can now effectively use to profile consumers and pursue market growth.
