Friendship Dairies Launches New Brand Campaign
Friendship Dairies launches a fully-integrated advertising campaign designed to convey the all natural ingredients for which Friendship is known.
The integrated campaign, created by Partners + Napier, features a mix of print, shopper marketing, word of mouth and digital components. Print and online advertising will be supported by a new Web site (Friendshipdairies.com) as well as trade show booth and shopper marketing materials such as FSI's and Point of Sale.
In the campaign, Friendship Dairies is taking a novel approach for a food brand by not actually showing the food in the ads. Instead, the creative will feature containers of cottage cheese that have already been devoured, with headlines that include "Save your Willpower for Something Bad" and "Excessive Spooning May Cause Hand Cramps". Besides playing on Friendship's all natural products, the empty containers also remind consumers that it's perfectly ok to have a few extra scoops of food that's healthy. The tagline reinforces this with "Dig In. It's Only Natural".
The integrated campaign, created by Partners + Napier, features a mix of print, shopper marketing, word of mouth and digital components. Print and online advertising will be supported by a new Web site (Friendshipdairies.com) as well as trade show booth and shopper marketing materials such as FSI's and Point of Sale.
In the campaign, Friendship Dairies is taking a novel approach for a food brand by not actually showing the food in the ads. Instead, the creative will feature containers of cottage cheese that have already been devoured, with headlines that include "Save your Willpower for Something Bad" and "Excessive Spooning May Cause Hand Cramps". Besides playing on Friendship's all natural products, the empty containers also remind consumers that it's perfectly ok to have a few extra scoops of food that's healthy. The tagline reinforces this with "Dig In. It's Only Natural".