FRESH MILK DELTA / « A GLASS FULL OF LOVE » DELTA DAIRY
DELTA has always been a reliable, dedicated, devoted and stalwart milk brand. These values are at the very core of the brand’s history.
Despite this heritage, the No1 position and a long standing bond with Greek consumers, the brand has started to lose emotional connection with its target audience, eroding some of its leadership status – especially within the fresh milk category.
DELTA rebuilt a strong emotional connection by touching people’s hearts and creating relevance – brand connection – at a fundamental level, a basic human truth:
Perhaps there is no greater, more fundamental, deep routed human truth than a mother’s love for her child, so we introduced a number of films celebrating this love while drawing attention to the deep parallels with our brand, as both share a fundamental role of nurturing.
Families with children 5 – 10 y.o. but apart from this target group, DELTA is committed to be the undisputed ambassador of the fresh milk category in all Greeks minds.
The message that depicted the strategy behind our communication is « Behind every effort there is always a mom taking care of you, with a glass of milk and her endless love. In the same way, all of us at DELTA take care of you with all our heart. DELTA FRESH MILK - A glass full of love.»
The DELTA Fresh Milk campaign delivered great results in Social Media.
Total Reach : 342.652 unique users saw the content
Total Reactions : 6.162 users reacted positively to the content
Engagement Rate : 1,49 % interacted with the content. ( Any KPI above 1 % is considered to be excellent )
Campaign’s influence on the Fan Base of the page : The campaign had immersive impact on the users who saw the content and wanted to become fans in order to learn the news.