Case Study / Food & Beverages
Landesvereinigung der Bayerischen Milchwirtschaft
Bavaria – country of milk and cheese
Client
The Landesvereinigung der Bayerischen Milchwirtschaft e. V. (Bavarian Dairy Association – “LVBM”) is the umbrella organisation of Bavaria’s dairy organisations, which unites the different interests of all market participants, agitates for the quality and distribution of Bavarian milk and cheese products and strengthens the branch of industry, e.g. with export initiatives.
Goal
Dairy products are an important part of daily nutrition. By means of general education about the benefits of a nutrition rich in dairy products consumers awareness should be increaded. In this context the main focus is on the enormous variety of Bavarian milk and cheese products as well as on the special aspects of the Bavarian dairy industry.
Strategy
The generic communications programme all around the variety of Bavarian milk products aims at creating an emotional link with milk and dairy products from Bavaria. The consumers are informed by the programme about the health benefits of dairy products and receive recommendations for their daily consumption of milk products. By means of a combination of factual information and curious anecdotes from the milk land the consumers are approached on various levels.
The Landesvereinigung der Bayerischen Milchwirtschaft e. V. (Bavarian Dairy Association – “LVBM”) is the umbrella organisation of Bavaria’s dairy organisations, which unites the different interests of all market participants, agitates for the quality and distribution of Bavarian milk and cheese products and strengthens the branch of industry, e.g. with export initiatives.
Goal
Dairy products are an important part of daily nutrition. By means of general education about the benefits of a nutrition rich in dairy products consumers awareness should be increaded. In this context the main focus is on the enormous variety of Bavarian milk and cheese products as well as on the special aspects of the Bavarian dairy industry.
Strategy
The generic communications programme all around the variety of Bavarian milk products aims at creating an emotional link with milk and dairy products from Bavaria. The consumers are informed by the programme about the health benefits of dairy products and receive recommendations for their daily consumption of milk products. By means of a combination of factual information and curious anecdotes from the milk land the consumers are approached on various levels.
Implementation
The messages are transmitted via pro-active theme setting. The daily press, the trade press and the public press are supplied on a regular base with information and seasonal samplings and are visited in the course of desk side briefings. Media co-operations/partnerships with print media and radio stations heighten the attention, recipes provide cooking-inspirations. Current matters like the presence on a trade show (e.g. Grüne Woche), activities on the “Tag der Milch” (day of the milk) and the election of the “Bayerische Milchkönigin” (Bavarian milk queen) are supported by intensive communications activities.
Result
The number of publications about Bavarian milk and cheese products could be increased considerably over the past years. The main focus is on the regional daily press, as well as on national trade press, public press and online media. Regional radio stations also take the topic up regularly. Events, such as the election of the “Bayerische Milchkönigin”, which takes place every two years, form particular communications emphases, which draw high attention via all media types.
The messages are transmitted via pro-active theme setting. The daily press, the trade press and the public press are supplied on a regular base with information and seasonal samplings and are visited in the course of desk side briefings. Media co-operations/partnerships with print media and radio stations heighten the attention, recipes provide cooking-inspirations. Current matters like the presence on a trade show (e.g. Grüne Woche), activities on the “Tag der Milch” (day of the milk) and the election of the “Bayerische Milchkönigin” (Bavarian milk queen) are supported by intensive communications activities.
Result
The number of publications about Bavarian milk and cheese products could be increased considerably over the past years. The main focus is on the regional daily press, as well as on national trade press, public press and online media. Regional radio stations also take the topic up regularly. Events, such as the election of the “Bayerische Milchkönigin”, which takes place every two years, form particular communications emphases, which draw high attention via all media types.
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