Breathing new life into a great British tradition

Client: milk&more
Campaign: The good life, brought to you by your local milkman.

Background

Launched in 2011, milk&more is a grocery delivery service from your local milkman. It was created as a way to give the milkman a sustainable role in the face of aggressive milk pricing from big supermarkets. After a good start, acquisition had become more costly and existing customers were much harder to retain.

Insight

Our interrogation identified that middle class mums with kids were the bullseye target for the brand, but milk&more were acting and speaking too much like a budget brand.  Moreover, these women weren’t just using the service for convenience, they were using the service as a way to enjoy and protect a romantic notion of the quintessential British idyll.

Idea

‘The good life, brought to you by your local milkman.’

Solution

Working with the buying team to adjust the product offering to deliver against our new positioning.

A brand refresh to make the visual identity more aspirational, intimate and crafted.

Developing a TTL campaign across TV, digital, radio, ECRM and direct mail.

Results

The new Direct Mail leaflets are delivering, on average, 42% more sales.

Our most successful campaign month led to a 223% YOY sales uplift

Over a 12 month period, profit from Direct Mail promotions increased by 32%

The leaflets are also now carrying advertising generating a new revenue stream.

ECRM – Open rates increased by 26%, Click rates by 20% and activation rates almost trebled. Lapsed’ programme led to a near doubling of reactivation rates from 4.4 to 8.1%