ATREVIA - Bel - Terra Nostra Free Grazing Milk Campaign
Company: ATREVIA, Madrid, Spain
Company Description: ATREVIA, Communications Consultancy company with offices in 16 different countries and partners in 5 continents. A brand with 30 years of experience and a team composed of more than 350 professionals with multidisciplinary profiles firmly convinced of the power of communication to change realities. Innovation is a part of our DNA which has made us a benchmark in our sector.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign/Program of the Year - New Product Launch
Nomination Title: Bel - Terra Nostra Free Grazing Milk
Tell the story about this nominated campaign since 1 January 2017 (up to 650 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms.
Bel Portugal is a subsidiary of the BEL Group, a French multinational that operates worldwide in the dairy market for over 150 years. Bel Portugal includes 500 employees and is the leader of the cheese market in Portugal.
Nowadays and worldwide, the milk market is going through a difficult phase with lower demand than supply, leading to historical minimums of milk prices. For the Azores, due to its strong economical dependence on the dairy sector (30% of GDP) this is catastrophic.
Bel Portugal rethought the business, introducing a paradigm change towards differentiation and superiority that is mandatory for the business sustainability – the Happy Cows Milk Program (HCMP)! The HCMP results from two years of strong investment in Portugal and the collaboration between business, academia and producers. The project is only possible in the Azores, due to its natural conditions, that allow for grazing 365 days a year.
The launch of this new milk category (Terra Nostra Free Grazing Milk) has been supported by a big event in Azores and a strong communication campaign.
To make the official launching of this new milk and its production line, we invited around 200 stakeholders for a debate on the topic “How to differentiate with value in the milk and dairy market”: Central and local government, sector entities, milk producers, employees and local and national media. The event had the biggest toast with milk ever in Portugal as well as other important moments for the launching and communication of Terra Nostra Free Grazing Milk.
The communications strategy included the development of several different moments which allowed us to present to the national market this new product, the €5 million investment on the Azores production facility, opening of the new milk line and revealing its nutritional benefits, validated by the Minho University and the Portuguese Association of Nutritionists.
The first initiative started with the opening of the new milk line in the production facility, then the official presentation on a debate event about milk, activation among the Azorean local community, participation of local and national media and influencers (bloggers).
If this new product is made in the Azores why not an official presentation in this marvellous island in the middle of the Atlantic and invite our stakeholders to cross the Atlantic Ocean?
The meeting point was at the production unit for the opening of the new milk line. The moment was marked by the presence of the São Miguel Music Conservatory Choir, which welcomed the guests with the music used for the campaign of the new milk. This official moment was attended by the President of the Regional Government of the Azores, Secretary of State for Agriculture and Food, as well as BEL Group Vice-President and Bel Portugal General Manager.
The unveiling of the plaque was carried out with the different local and national authorities and with coverage by different local and national media.
It was followed by the roundtable event on “How to differentiate with value in the milk and dairy market in Portugal”, on an Azorean pasture, hosted and moderated by a TV presenter.
But the Terra Nostra experience did not end here: all guests from mainland Portugal were invited to a guided tour to S. Miguel Island.
The Free Grazing Milk launching was also celebrated by offering 1 litre of milk to all the 10.000 inhabitants of Ribeira Grande in a moment to share the pride of the biggest launching ever by the brand in Portugal.
After these two events, it was the moment to send a creative press kit of the product to the journalists who could not attend. Bloggers also received this kit and were challenged to organize a contest among their followers, so they could taste the product. Lastly, about 30 bloggers were challenged to participate on a competition in which the 12 best posts would win an Azorean Experience – Terra Nostra Free Grazing Milk.
In bullet-list form, briefly summarize up to ten (10) of the chief features and results of this nominated PR program since the beginning of 2017 (up to 150 words).
-200 guests attended in this event to launch the Terra Nostra Free Grazing Milk.
-different local and national media presented in the event.
-10.000 litres of milk offered to inhabitants of Ribeira Grande - Azores, in a moment to share the pride of the biggest launching ever by the brand in Portugal.
-Activation with 30 bloggers, who were challenged to participate on a competition in which the 12 best posts would win an Azorean Experience – Terra Nostra Free Grazing Milk.
-500 articles published in media and blogs.
-Over €2 million of AVE.
-At the sales level, this milk is a success case because it is an innovation that represents 18% of the entire sales of “Terra Nostra” brand.
-The brand reached the 12 million litres, by the end of 2016, only 7 months after the product was introduced in the Portuguese market