The challenge

The Danish Dairy Board runs a milk-to-kids programme in Danish schools. We were asked to establish a stronger relationship with parents of school children in order to create a platform for communicating the qualities of dairy, especially milk for children.

Strategy and activation

A loyalty campaign with book and website. We identified the first day of school as a very strong touch point for building strong relationships with parents. There were no existing channels or media available for this touchpoint - so we invented one: a 160 page handbook about all the issues related to having your child start school which was handed out to parents on the first day of school. Also, we developed a website to ensure long-term relationship building.

Execution and results

Widespread acceptance and goodwill from schools, authorities and experts. 

• 77 new schools and 6,288 kids joined the milk-to-kids programme within one year
• Widespread and positive media coverage in 2007
• 95% of all parents of Danish pupils starting primary school received the book in 2007
• 95% of all primary school teachers have seen and read the book
• High conversion rate to www.skolemaelk.com (visits per month were tripled)
• Winner of Dairy Innovation Award for the best school milk initiative in 2008