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Brand Republic’s Expert report – Kindred’s Make Mine Milk campaign

28 November, 2013 - Source: Kindred


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This is the story not of David versus Goliath, but David versus several Goliaths. It’s a tale of how Kindred, a communications agency borne out of the merger of an advertising agency, a PR shop and a digital outfit, took an unfashionable product and defeated brand behemoths - not by out-spending them, but out-smarting them.

The product: the humble glass of milk. Sales of the white stuff in the UK had been in decline for 20 years. Once considered an essential part of everyone’s diet, the ubiquitous dairy product was rapidly falling out of favour.

The UK dairy industry, in the shape of the Milk Marketing Forum (MMF) consortium, took on this seemingly insurmountable marketing challenge. Supported by funding from the European Commission, the MMF was determined to halt milk’s downward trajectory and mounted a competitive pitch in 2008.

From a field of six agencies, Kindred emerged as the winner of a contract to deliver a fully integrated campaign for milk over three years, to include advertising, PR and online.

Read how Kindred managed to halt 20 years of declining sales in the full report here: http://brandrepublicinsight.com/multichannel-creativity-social-and-celebrities-a-formula-for-true-marketing-success

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