Listen. Learn. Launch.
First things first: research. We held 14 focus groups, and we surveyed work with U.K. parents, foodies and B2B audiences to better understand their views on milk, dairy consumption, the importance of nutrients and what influences shopper habits. We learned B2B audiences would only offer and sell milk in light-protective packaging if there was consumer demand and noise around the issue. Proof that we needed to target B2B and B2C audiences.
With Newcastle University, we developed a report introducing light’s detriment to milk’s nutrients. Then we launched a B2B trade publication campaign about giving customers products they can trust, a B2C campaign supported by influencers called “Light Damage is Real,” a website, and a “Dairy in the Dark” pop-up taste test and shopping experience. As consumers began to rally for change, we put Noluma and light protection in front of our B2B audience through sales kits, representatives and a LinkedIn lead generation campaign.
Freshways, the U.K.’s largest independent milk processor, signed a deal putting 446M liters of light-protected milk on refrigerated shelves across 2,400 U.K. stores.
We transformed retailer and consumer priorities when it comes to milk storage and containment.
A pre-campaign survey showed no recognition of Noluma as a brand and limited awareness of light protection as an issue. But survey results six months post-campaign revealed a significant shift across our B2B audience.