Adairy good campaign

Australians are feeling greater motivation for healthier options and accessible, affordable products.

Leading brands came together under the Woolworths ‘Making Healthier Easier’ pillar to educate customers on the benefits of yoghurt and inspire them with exciting new culinary opportunities. The campaign would educate, attract new customers and grow existing customers.

Solution

Finding healthier, accessible product options became easier for customers as Cartology’s campaign strategy for ‘Discover the Benefits of Yoghurt’ was embedded in education and engagement.

The fully integrated, omnichannel campaign took shoppers on an engaging journey of recipe inspiration while deepening their relationship with participating brands.

This was achieved through the category’s first ever integration into the Making Healthier Easier template, amplifying healthier eating choices along the customer journey. Together with Cartology, participating brands created assets to formulate an integrated, through the line campaign with a consistent look as shoppers were captured pre, during and postcampaign. n

Results

Across the supporting brands, the campaign achieved an average of 25% new-to-brand customers (v pre-period)