Challenge:
As South Africa’s largest milk supplier, Clover needed to help the country’s dairy farmers during the recent devastating drought, so they included a drought relief premium in their price, which was passed onto dairy farmers to assist them. How do you position Clover as a caring brand? How do you get consumers to support our cause, without sales being affected by a price increase?
Idea:
For the last 6 years, Clover Packaging has been recognisable for its distinctive green pastures and cows grazing. We removed the cows and replaced rolling green hills, with dry, dusty land in shades of brown. In a very direct way, on a free media space, and the most visible and valuable that Clover owns, we told the story of the drought and its impact on dairy farms. One million packs were used to communicate that if we pay more for milk, we can pay the struggling farmers more at this dire time.
Result:
Despite a huge increase in the price of Clover Fresh Milk over this 2-month period the sales grew by more than 8%. Our communication not only prevented a brand switch, but surprisingly got shoppers to choose to buy even more Clover Fresh Milk.
