Fonterra
Do Dairy Right / Do Yoghurt Right
This impactful, sequential campaign aimed to accelerate eCommerce performance across core dairy categories by aligning data, customer insights, and media.
incremental sales (Phase One - Do Dairy Right)
NTB and reactivated customers
(Phase One)
uplift in repeat purchase in 2-7 days (Phase Two - Do Yoghurt Right)
Campaign background and Insights
The campaign aimed to accelerate eCommerce performance across core dairy categories by aligning data, customer insights, and media.
For Dairy, Shoppers were open to using more dairy in everyday meals but lacked the inspiration needed to connect products to relevant usage occasions.
For yoghurt, although the category grew, some brands were under-indexed on repeat purchases, creating an opportunity to increase penetration via occasion-based relevance (especially health and convenience).
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In the cheese category, many shoppers habitually purchased ‘one-size’ SKUs. However, past purchases of higher-value formats (e.g., sliced, grated) suggested potential for incremental purchases if relevant options surfaced at the right time.
Solution and Results
A unified strategic partnership was created and a multi-campaign approach was implemented: Phase 1: "Do Dairy Right" and Phase 2: "Do Yoghurt Right". We engaged in joint strategy sessions and co-created media frameworks supported by insight sharing, including Path to Purchase insights that enabled a robust understanding of the current shopper journey and engagement at the most impactful moments. The campaign activated 35+ touchpoints and a full-funnel storytelling approach across two connected phases. Adopting a first-of-its-kind sequential storytelling strategy ("Do Dairy Right" followed by "Do Yoghurt Right"), we leveraged loyalty insights to personalise messaging and used occasion-based creative to guide customers toward higher-value and fit-for-purpose purchases. High frequency multi media channels encouraged exploration of range, contextually relevant creative and messaging engaged customers and strategic targeting recruited customers and drove trade up.
The two-phased campaign achieved strong results.
Phase 1 (Do Dairy Right) Results:
◦ +15% uplift in online sales.
◦ +12.2% new-to-brand (NTB)/reactivated customers acquired.
Phase 2 (Do Yoghurt Right) Results:
◦ +13.7k new and repeat customers acquired.
◦ +383% uplift in repeat purchase within 2–7 days.
