Challenge
In a competitive category, our challenge is to keep Lactalis UK & Ireland, its key spokespeople and brands, including Galbani, Président, Seriously, Leerdammer, Galloway and Orkney, highly visible in the trade press.
Ceres Kitchen Media relations Events & Experiental Social media & Digital
Lactalis
Driving Visibility & Leadership in Trade Media for Lactalis UK & Ireland
Solution
We implement a targeted year-round trade media relations campaign that reinforces Lactalis UK & Ireland’s position as a leader and innovator in the dairy category. In 2024, the campaign successfully secured a significant share of voice in key dairy and ‘occasion’ trade, kept the brands front of mind through a steady stream of brand and product news, as well as raising the profile of the business through expert commentary and new product awards. All while reinforcing Lactalis’ knowledge and expertise in the category.
Our work with the Lactalis team extends to create brand photography including product, recipes and packaging, and support across the external comms function including LinkedIn and crisis communications.
Impact
A targeted approach delivered millions of opportunities for retailers to see and hear about Lactalis UK & Ireland in 2024:
- 70 cuttings (KPI – 65)
- 6.6m opportunities to see and hear
Key highlights included:
Featured in The Grocer or thegrocer.co.uk 23 times, plus trade features and articles placed across key titles including Asian Trader, Convenience Store, FoodBev, Food Manufacture, Grocery Trader, Independent Retail News, Scottish Grocer and BetterRetailing
56% of articles featured a product image
80% of articles featured a spokesperson quote
26% of articles included more than one Lactalis brand mention
Supported the Lactalis team with an entry for The Grocer New Product and Packaging Awards for Seriously Spreadabale Black Pepper Seriously Burger which received a Bronze Award in the Dairy Foods category.
