increase in sales
Maximizing a small budget with multi-channel focus
Give our client a success story or else
Arla, the Danish dairy giant, charged their US office with launching a new sliced harvarti under the Dofino brand. The budget was set at $400,000 for the year, not enough to gain penetration across the entire country.
The Data Insight
Dominate a single market to gain traction.
We researched the top 20 US markets for optimal media channels and strong, brand-aligned tasting events. We met with the sales department to get their input on where distribution, retailer and broker relationships were strongest to maximize in-store promotional opportunities. San Francisco was chosen as the test market.
Position Dofino as an easy upgrade to their family favorites.
We geo-targeted digital media to a 5-mile radius of relevant stores. We created a multi-channel media plan of “Pillars and Fillers” – a spike of big impact TV ‘filled in’ with digital radio, online banners, localized blogs and website content, an email newsletter, social media posts, a Facebook sweepstakes, and live tasting events.