Dairy Coun­cil de­liv­ers nat­u­ral ad cam­paign

Irish Independent - Business Week - - COMMERCIAL PROPERTY -

THE Na­tional Dairy Coun­cil (NDC) has a new ad cam­paign flow­ing from the credo: ‘Ir­ish dairy, the com­plete nat­u­ral’. Fol­low­ing in-depth stud­ies, the NDC noted a ma­jor dis­crep­ancy in its mar­ket­ing com­mu­ni­ca­tions. Young fe­male con­sumers age 20-29 were sim­ply not get­ting the mes­sage as to why dairy plays such a key part in main­tain­ing a healthy diet.

NDC chief ex­ec­u­tive Zoe Ka­vanagh says not only do young moth­ers make food choices for them­selves and their fam­ily, they share facts and fig­ures with their con­tem­po­raries and ex­ert in­flu­ence on nu­tri­tion be­yond pur­chases. The NDC asked it­self: how well do they know twenty-some­thing women wait­ing in the wings? Re­search agency B&A was asked to do 1,000 in­ter­views.

Gen­eral feed­back was pos­i­tive. Ire­land is sec­ond only to Fin­land in Europe for milk con­sump­tion, with 99pc pen­e­tra­tion. The av­er­age Ir­ish house­hold con­sumes 6.5 litres of milk a week. Milk, yo­gurt and cheese have around 2pc an­nual growth. Three out of four con­sumers see Ir­ish dairy farm­ing as pos­i­tive due to our grass­based sys­tem, with cows out in the fields for about 300 days in the year. It ex­plains why Ir­ish but­ter has a rich yel­low hue.

Health is the main mo­ti­va­tion for dairy con­sumers, with men scor­ing 72pc, while women were on 65pc. “We dis­cov­ered mil­len­nial women are tak­ing the scenic route to adult­hood – in more ways than one,” Ka­vanagh told AdLib. “As they try and man­age their weight, mil­len­ni­als are likely to choose al­ter­na­tives to dairy.” Pre­vis Con­sult­ing pro­vided feed­back for NDC on young women’s chang­ing at­ti­tudes to dairy in Ire­land to­day.

In a bid to an­swer fur­ther ques­tions, NDC con­ducted 60 in­ter­views with fu­ture moth­ers, 15 of them face-to-face and 45 in fo­cus groups. Mil­len­nial women are for the most part ‘in­de­pen­dent de­pen­dants’ – young peo­ple with dis­pos­able in­come liv­ing at home who seek out new life ex­pe­ri­ences and are high users of dig­i­tal and so­cial me­dia.

Bad science and ur­ban myths about dairy’s fat lev­els, al­ler­gies and lac­tose in­tol­er­ance didn’t help as mil­len­ni­als opt for trendy al­mond milk lat­tes and gluten­free foods. Yet, Ka­vanagh in­sists, there’s a nutri­tional price to pay for twenty-some­thing women avoid­ing a food high in pro­tein, cal­cium and mi­cronu­tri­ents. “Milk is the best re­cov­ery drink af­ter ex­er­cise and it’s good for mus­cle tone, teeth and for strength­en­ing hair and nails,” she added.

Ka­vanagh hopes that the new strat­egy will help steer mil­len­ni­als in a new di­rec­tion. The NDC is funded through Ire­land’s dairy farm­ers.

The ‘Com­plete Nat­u­ral’ cam­paign is part of the Euro­pean Milk Fo­rum’s (EMF) ‘Milk Mo­ments’ drive across eight in­ter­na­tional mar­kets. Us­ing Kick Com­mu­ni­ca­tions and IPG Me­dia­brands, NDC’s €500,000 preChrist­mas out-of-home and dig­i­tal cam­paign will be fol­lowed next year with a €1m splash.

Fronting the ads is ‘spokestod­dler’ Daisy. Event Fuel was hired for ex­pe­ri­en­tial ideas. NDC has opened a new pop-up milk bar on Dublin’s South Wil­liam Street. “The cam­paign is about dairy be­ing au­then­tic,” Ka­vanagh says. “We want to be trusted by women mil­len­ni­als – to­mor­row’s mums. It won’t hap­pen overnight. Af­ter three to five years, we’d want to have won over 75pc of the market. Ul­ti­mate suc­cess is prob­a­bly 10 years down the road.” Q Sky is re­view­ing its me­dia buy­ing in Ire­land as part of a wider pitch process in the UK, Ger­many, Aus­tria and its new­est market, Spain. As Sky is ranked as Bri­tain’s top ad­ver­tiser with a spend of £300m, it is set to be the big­gest UK me­dia re­view ever.

Sky con­sid­ered a re­view last year, but put it on hold be­cause of the planned takeover by Ru­pert Mur­doch’s 21st Cen­tury Fox.

In Ire­land, Nielsen ranked Sky as the top ad­ver­tiser last year with a me­dia spend of over €24.5m. For the most part, the ac­count in the

UK, Ire­land and Spain is han­dled by GroupM’s Me­di­a­Com, whose Dublin of­fice is headed up by Peter McPartlin. Dentsu Aegis Net­work’s iProspect han­dles paid search.

All the top agency groups are ex­pected to pitch, with the ex­cep­tion of Om­ni­com as it han­dles Lib­erty Global, owner of Vir­gin Me­dia, across Europe. The re­view process is due to be fi­nalised by next spring. Sky’s main ri­val, BT, re­viewed its me­dia last year and con­sol­i­dated its spend with WPP’s Maxus. Break­ing news, live Premier League foot­ball and mini-series like ‘Game of Thrones’, ‘Tin Star’ and ‘The Deuce’ are rea­sons for Sky’s suc­cess.

Q Af­ter 17 years at An Post, most re­cently as sales and mar­ket­ing di­rec­tor, Liam Shee­han is leav­ing the com­pany to pur­sue other busi­ness in­ter­ests. The Cork man and Mun­ster rugby fan joined An Post from Erin Foods. Prior to that, he worked with Di­a­geo for 14 years.

Q In ad­land, Lidl has moved to BBDO. Sis­ter Om­ni­com agency, TBWA, also con­tested for the busi­ness. Ir­ish Rail has re­tained Publi­cis to han­dle its cre­ative ad­ver­tis­ing af­ter a re­view which in­cluded BBDO.

Michael Cullen is edi­tor of Mar­ket­ing. ie; cullen@mar­ket­ing.ie

Dairy Coun­cil chief Zoe Ka­vanagh has a long-term plan to en­gage with mil­len­ni­als; be­low, An Post’s sales and mar­ket­ing di­rec­tor Liam Shee­han, who is leav­ing af­ter 17 years

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