CASE STUDY

Challenge

Milk and butter are simple everyday products. Consumers buy them in an inert, automatic way, without getting involved in the purchasing process. They decide to select a particular brand based on its price or taking advantage of a special offer. Łaciate is a well liked brand, but it is significantly more expensive than its competitors on the dairy shelf. This was a threat to its leading position.

Solution

We developed image campaigns for two top dairy categories: milk and butter. Both were linked by the main creative idea expressed in the slogan “Everybody likes Łaciate”. The objective was to emotionally bring the brand closer to consumers through modern communication and to strengthen Łaciate’s position in this category.

The creative execution of the idea was different for butter and for milk, as it was adjusted to the requirements of the specific category. In the case of milk, consumers appreciate its natural origin, no processing and simplicity. Therefore, our communication was set in the world of pristine meadows of the Polish Mazury region, where the unspoiled landscape emphasized the authenticity of the product, enhanced by the image of a calm cow – Łaciata. What counts in the case of butter is the taste. The communication was therefore set in home kitchen spaces to emphasize the versatility and deliciousness of butter as an ingredient indispensable in preparing tasty meals.

The image-enhancing activities were supplemented with sales activation measures, such a lottery for consumers and social media activations.