Fonterra: We Are What We Eat
With dairy sales slipping and consumers starting to doubt whether dairy was healthy, Fonterra asked Milk to develop a consumer programme to encourage more people to eat dairy.
We could have countered these concerns with a fact-focused campaign, talking about the benefits of dairy. But we knew from research that the reluctance to consume dairy was about much more than the food itself.
If we could tap into the role that food plays in peoples’ lives and make dairy part of this ritual we knew we would get much greater uptake.
Our response to the brief was to develop a stand-alone experiential relationship brand, that puts consumers first and delivered genuine benefits.
We Are What We Eat is a food inspiration platform with a heart. The purpose of the brand is to get more people around the table over a meal, a ritual that has been lost in many Kiwi households. To help inspire togetherness we have developed a large and ever-evolving collection of recipes, specifically developed for sharing. These recipes are supported with tips, ideas, videos and other content, promoted every week through digital and social channels.
Millions of people reached
43,000+ fans converted in 14 months
Millions of recipe video views
A significant uplift in sales across the Fonterra portfolio of brands