Morning Milk campaign – first year results

02-09-2009

In Denmark, The 'Morning Milk' campaign launched after new year 2009 with a large-scale national campaign involving newspaper and magazine ads, a book, a campaign website, outdoor-media and events. Some creative touch points included a recipe and nutrition book, a four metre high elephant painted as a cow (which was used at events in major Danish cities) and a health quiz on the Internet that featured an elephant safari as the first prize.

Post-campaign analysis has revealed that the campaign was well received by consumers. It scored high in liking when consumers were asked to judge creative execution and messages. And importantly, it scored very high in credibility with respect to messages and has been able to bolster the generally positive view that Danes have on the healthy qualities of milk and dairy. Also, the high demand for the book and the many visits to the campaign website indicate a very positive first year of the campaign that more than meet our success criteria.

For further information see our Morning milk case and the campaign website www.morgenmaelk.dk, or contact Rune Dalgaard at Kernel.