While sales gains are partly attributable to rises in milk prices, a fresh positioning has also driven growth.
Arla relaunched Cravendale in April with a £6m support and strapline: ‘Cravendale. Milk Matters’ and focused on the product’s filtered message.
The TV was supported by national press advertising, PR and radio competitions.
There was also a new pack design, featuring a more contemporary look and a new website – www.milkmatters.co.uk – to communicate the purity of Cravendale’s filtered milk.
The brand also deployed in-store promotions to encourage trial and reports these added £2m in incremental value to the category last year.
Senior brand manager Louise Barton says: “The brand has benefited from a new creative in 2007, jolting consumers out of their apathy about the commodity milk market.
The second half of 2007 saw Cravendale undertake more new activity, designed to communicate the importance of
milk using the ‘Cravendale. Milk Matters’ communication, to further drive sales and growth into 2008.”
In November Cravendale redesigned its half pint range, targeted at kids.
According to the brand, these are the first range of flavoured milks in the market that are 100% natural.
The half pint version is available in semi-skimmed milk, milk & strawberries and milk & banana in single bottles and in multipacks of four.
Barton says the brand will continue to communicate the purity of Cravendale in its marketing plans this year.
“Already we are seeing that customers understand the purity of Cravendale,” she says, “and we have also seen an 11% uplift in sales as a direct result of TV advertising.”
2007 £100.4m
2006 £76.9m
yoy change 30.6%
