Arla Dofino scialty food marketing case study



increase in sales

Case Study:
Maximizing a small budget with multi-channel focus

The Situation

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.

The Solution

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.

The Results

53.7% increase in regional sales,
247% increase in brand awareness as indicated by brand name search.