CASE STUDY: Cravendale animates premium milk sales

Provided by Thinkbox
Cravendale was looking to TV to continue delivering great awareness and sales in 2009
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What was the Challenge / Background of the Campaign?

Cravendale is a premium milk brand. In a commoditised and declining market, it dares to charge more for a pint of milky goodness. It wants Britons to become more passionate about the white stuff and think about milk as more than just something they have in tea or coffee. The brand has used TV since launch and its animated advertising has encouraged consumers to become far more interested in milk. Its ads surprise consumers as milk brands rarely use this medium. The problem was that interest in milk didn't translate to a powerful enough reason to upgrade and pay more. Find out more...

What was the Campaign Objective?

Drive sales of Cravendale Milk and encourage UK consumers to buy into a premium brand
BudgetReach & FrequencyTarget AudienceMedia Used
£501k +All Adults
25 - 34
35 - 44
45 - 54
Both
ABC1
C2
Main Shopper
TV
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearDRIVE TRIAL
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