Graham’s the Family Dairy, Scotland’s No. 1 Dairy brand, produce an award-winning range of dairy products which are all made using the finest Scottish ingredients. Despite their status as No. 1 Dairy and take-home food brand in Scotland, Graham’s are a ‘challenger’ brand in the rest of the UK. To grow their brand presence beyond Scotland, Graham’s used sales data to establish where sales were strongest outside of their heartland. London and the South East were identified as key regions for the brand to build on existing brand loyalty and gain standout.
The Lane came up with an extremely innovative way for us to get our Gold Top brand on TV in its sales heartland. This is the first time we’ve worked with ITV, they were very collaborative and the brand tracking results exceeded our expectations, clearly illustrating that we reached our desired target audience – at a fraction of the cost of utilising a traditional linear TV approach.
Emma Roy, Marketing Manager, Graham’s