Dairy Farmers takes out innovation award at International Dairy Federation Marketing Awards
Australian dairy Co-operative Dairy Farmers has been awarded with the world’s best dairy innovation at the 2008 International Dairy Federation (IDF) Marketing Awards for their Thick & Creamy yoghurt .Held in Mexico at the World Dairy Summit last week, the 2008 IDF Marketing Awards received 24 entries from 10 leading dairy companies world-wide.
Dairy Farmers General Manager for Marketing & Innovation John Wardley, said the Co-operative had won the prestigious innovation award based on the phenomenal success of Thick & Creamy yoghurt since its launch in 2007. “Australia is a small part of the global dairy industry, so it is a huge achievement to receive this international recognition, particularly from our peers,” he said. “It proves what a unique and compelling innovation was behind the Thick & Creamy brand.”
“Thick & Creamy has broken category conventions with unique packaging and by giving consumers exactly what they wanted – a yoghurt with a thick, creamy texture that is still 98 per cent fat free,” Mr Wardley suggested.
After just 18 months in the market Dairy Farmers Thick & Creamy has captured the number three position in the everyday yoghurt category, with more than 12 per cent value share and is considered one of Dairy Farmers’ best brands.
“In a relatively mature category like yoghurt, it’s a major coup to attract new consumers and proves that there is real scope for growth through compelling innovations,” Mr Wardley noted. “In fact, in the early days after the launch, production of Thick & Creamy could not meet demand; we had to expand production lines just to meet sales’ forecasts.”
Mr Wardley said that in bringing Thick & Creamy to market, Dairy Farmers started by throwing out the rule book about how a yoghurt should taste, how it should be produced and how it should be presented. In doing so they were able to capture the consumers attention in a way they had never done before. “The results of our sensory testing showed some of the highest consumer appeal levels ever achieved,” he reported.
The IDF is a preeminent source of scientific and technical expertise for all stakeholders in the dairy chain. It is represented by 56 countries and accounts for 86 per cent of the world’s milk production.
“This is a fantastic opportunity for us to celebrate the innovative work and talented people from within the dairy industry,” commented Christian Robert, IDF Director General. “Everyone involved in these Awards has been most pleased with the level of the entries, making the judging very difficult. We are looking forward to seeing this high
standard continue next year with the same enthusiasm towards innovation and creative performance in dairying.”
The two other awards were won by Arla in the UK, whose ‘lactofree’ campaign took out the Marketing Communication Award, and Mother Dairy in India, whose ‘nutri-fit’ campaign received the Nutri-marketing prize.