ABOUT

THE CHALLENGE
While dairy free brands fight for market share amongst each other, we had a new challenger in town shaking things up AND doing things right in the dairy aisle. Tom Parker Creamery is going to disrupt dairy with free range, natural and sustainably packaged delicious products.

Tom Parker came to us with serious growth plans, ambitious targets and an inspiring vision. What they lacked was a brand that brought them into the modern age and supported them with their scale. They had no brand architecture to grow. Their brand was rooted in their heritage but failed to acknowledge the enterprising business that they were now. They wanted to retain their legacy while also firmly positioning themselves as the dairy brand of the future.

SOLUTION
A clear differentiator for them was their free range cows, who are fed the finest feed, played music while they milked, have their own beds and even get their backs scratched. This naturally led us to developing the value proposition ‘Happy Cows, Happy Milk’ for them. Not to mention that their milk came in recyclable glass bottles. This sustainable differentiator spoke to consumers who wanted to make more conscious buying decisions but didn’t necessarily want to stop drinking dairy.

Each bottle of Tom Parker Milk features one of our girls front and centre with every illustration hero-ing the luscious landscapes she lives in within her shape. These landscapes create natural environments, appetising flavour cues and tasty textures to tell a yummy scrummy story.

We also created a campaign launch ad: ‘The Happy Cows. Happy You’ campaign launched in March allowed us to tell the heritage, sustainability, quality and taste brand story in a charming and effective way. The minute long video focussed on the comfortable and luxurious life of one of our girls; Doris and how her existence leads to a great product and ultimately a Happy You.

RESULT
On the back of Tom Parker’s strategy, the rebrand, continuous product innovation, improved merchandising and new partnerships, the brand continues to grow:

• Total Distribution points in Sainsbury’s increased by 463%.
• SKU listings in Sainsbury’s increased to 5 and Milk & More to 7.
• ROS increased by 50%.