DairyGold – Tomorrow’s Table
Problem
2015, the spreads category was shrinking, with real butter gaining popularity. The same year, DairyGold was turning 30.
As times and tastes are changing we took the opportunity to reintroduce DairyGold’s familiar and loved taste into modern, culturally diverse cuisine.
Solution
A value exchange through meaningful content.
In October 2015 we launched Dairygold’s ‘Tomorrow’s Table’, an immersive online food experience that showed home cooks how to transform everyday Irish meals into modern, multicultural dishes.
Strategy
To demonstrate DairyGold’s relevance and modernise the brand by introducing ways to ‘make meals better’ by looking at ourselves as a nation, our relationship with food, and our growing multicultural population.
Target persona: Sarah: married, 3 young children, high and healthy standards.
Channels: Brand subscriber email, digital display, promoted social posts and online influencers (food bloggers and writers) drove to the destination website that used modern UX features and engaging video.
Results
150% increase in website traffic – Target 40%
50% increase in dwell time - Target 40% (2+ minutes)
70% (13,700 engagements) increase in social engagement - Target 40%
Email open rate 30%. Target 22%
Clickthrough rate 27%. Target 3%
Sales Increase by 15%. Target 5%
50% increase in dwell time - Target 40% (2+ minutes)
70% (13,700 engagements) increase in social engagement - Target 40%
Email open rate 30%. Target 22%
Clickthrough rate 27%. Target 3%
Sales Increase by 15%. Target 5%
