Campina Lactose free

Innovation / Brand positioning / Communications Brief

As one of Europe’s biggest dairy producers, Campina wanted to find the most compelling way to position a lactose free range.

We used Adcepts to scope all the options and researched with two types of consumer: those who knew they were lactose intolerant & those who weren’t diagnosed, but had occasional problems with bloating & indigestion. Being able to look at multiple angles was invaluable as it unearthed that consumers needed to be spoken to in a very specific way for them to engage. This led to a precise communications brief and a successful launch campaign.

Campina Milk

Positioning & communications brief development

‘Milk is even better than you thought’. Campina had been trying to explain this in concept statements but had failed to shift consumers’ perceptions. B7’s approach meant we could revisit areas with potential as well as exploring new areas. The result: a communications strategy which provided an amazingly simple way of communicating a complex technical story.

Milner cheese

Re-positioning & communications brief development

Milner is Holland’s biggest selling cheese, but is seen as a ‘diet’ cheese – not the real thing. Our work resulted in a communications strategy that remained true to the brand’s identity but showed how a real step-change could be achieved when taste credentials were communicated convincingly.