Cravendale milk door drop campaign

Arla Foods UK produces leading dairy brands such as Lurpak, Anchor and Cravendale, and regularly uses door drops to target its buyers’ shopping lists. The aim of the Cravendale milk door drop was to change the buying behaviour of their target audience of families who were heavy milk consumers but not Cravendale customers by raising awareness of the brand and providing the incentive to try it.

So Life Agency created a leaflet that was instantly recognisable, as it featured the cow, pirate and cyclist from the TV campaign and provided the incentive, a money-off coupon inside, while shopping marketing consultancy Tangerine focused on the targeting. Arla used Tangerine’s FMCG model to profile types of shopper and forecast where they were likely to go shopping, which also ensured that the leaflets weren’t going to existing customers who would buy their usual brand at a discount.

The 2.5 million door drops led to 270,000 new buyers trying Cravendale, and 14% of households who received the leaflet continued buying the brand at full price.

Find out about Royal Mail's door drop services.