Arla Dofino

International success in the US

Arla Dofino scialty food marketing case study

Results

53.7%

 

Increased regional sales

247%

 

Increase brand awareness

The Situation

How could we deliver a success in the U.S. for $400,000?

Before we could start we had to update and redesign the brand website and populate it with valuable content. We worked with a professional chef and photography team to develop a monthly calendar of recipes based on most-searched categories.  We built and managed an email program with a monthly newsletter, with an average open rate of 26%, and a Facebook page with over 10,000 fans.  With the platforms in place, we were able to run sweepstakes and contests to increase awareness and outreach.

Screen shot of Dofino website
The best Mac and Cheese recipe

The Insight

Model success with multi-channel approach focused on one key market.

International firms chronically underestimate the size of the US and the budgets needed to make an impact. To overcome this, we recommended a single-market approach. By focusing on one location, we could deliver sales impact with the available budget. We could drive awareness and sales, and provide a test market model for a roll-out. We researched cities with the right mix of traditional and digital media, strong event participation, and a robust food culture.  Meanwhile the client assessed their markets for distribution and a strong relationship with the broker. After discussion, we all agreed it had to be San Francisco.

Dofino America's #1 harvarti cheese shown on a mobile phone

The Solution

Position the brand as an “upgrade” – then spread the word high and low.

We focused on a usage strategy, showing consumers how use harvarti in familiar recipes. This helped us move it away from an occasional  ‘treat’ to an everyday purchase that would be a simple “upgrade” over other cheese choices.

The media strategy integrated big-ticket “awareness” with inexpensive “reminder” channels.

Awareness: We developed a TV feature with a local celebrity chef, promoted through digital radio, and hosted tasting stations at 5 major festivals, engaging with over 40,000 consumers one at a time.

Reminder: We drove the message with digital radio, localized blogs, PPC banners timed around promotions, custom recipe emails and banner ads and a national sweepstakes.

Regional integrated marketing campaign