Westgold is a butter produced by NZ’s second largest dairy co-operative, Westland Milk Products. Until 2016 it was an export only product. To aid its arrival in Kiwi supermarkets and increase sales, we created an effective launch campaign.
We leveraged Westland Milk Products’ track record of quality and authenticity to create a brand activation that focused on heritage, tradition and craft.
By telling this strong story we’ve avoided price wars by carving out a place for Westgold butter in the everyday premium section.
Research gave us a clear understanding of our target market and meant we could be smart with a limited budget, making it work hard by focusing on sharp bursts of activity through key channels.
A newcomer to a static grocery category and one in which consumers show little brand loyalty, Westgold has seen serious month on month increases in sales since campaign launch, even outside of promotional periods when the butter is on special.