Dairy company Arla Foods uses door drops to offer an incentive to heavy consumers of milk to try out its long-lasting Cravendale
Milk-buying behaviour is very entrenched. Consumer tests show that once people try Cravendale they are likely to keep buying the brand, but that most shoppers never consider switching from their existing choices. Arla needed to encourage people to look out for Cravendale on the shelf and give them an incentive to try it.
Arla Foods needed to raise awareness of the Cravendale brand and drive a major change in the buying behaviour of its target audience who were big consumers of milk, to increase long-term sales of Cravendale milk.
Arla used Tangerine's FMCG model to profile types of shopper and forecast where they were likely to shop, so they could roll out an effective localised door drop campaign to 2.5 million households. Life Agency created an instantly recognisable leaflet featuring the cow, pirate and cyclist from the TV campaign, which contained a money-off coupon for Cravendale inside.
The tightly targeted door drop campaign led to approximately 270,000 new buyers trying out Cravendale milk, and 14% of households who received the leaflet continued to buy the brand at full price.
This specialised door drop planning system not only profiles types of
shopper but also forecasts where they're likely to shop. This allowed Arla to predict where people would redeem coupons and use this insight to cluster coupon activity around specific stores.
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