Lactofree, the UK’s first lactose-free dairy range, has been awarded ‘Best Fresh Dairy Campaign’ at the Elopak Dairy Marketing Awards for its 2012 advertising campaign.
Lactofree was also a finalist in the ‘Best Butter or Dairy Spread’ category of the Dairy Innovation Awards for its new Lactofree spreadable.
The results were announced at a special Gala Dinner on 25 April during the 6th Global Dairy Congress in Oslo.
Lactofree entered its new integrated marketing drive, with messaging telling consumers to ‘SAY YES’ to dairy.
Created by advertising agency Wieden + Kennedy, the new TV campaign features a hedgehog (lactose intolerant by nature) as the hero and conveys to consumers that they can still enjoy dairy – just without the lactose.
The campaign was further supported by PR activity led by Euro RSCG London PR and digital activity delivered by Outside Line.
Campaigns like this do, indeed, appear to be changing consumer attitudes.
The ‘free-from’ category has seen huge growth over the past seven years, with Lactofree a significant driver in this success, achieving a year-on-year increase of 36% in value and 37% in volume.
The Lactofree range includes; whole and semi-skimmed (fresh and UHT), hard and soft cheese, fruit yogurts, handy 20ml UHT portion packs, cream, spreadable and now ice cream.