Dairy Farmers, a local convenience store with its own premium
brand of ice cream, wanted to introduce its product to a wider
public through retail food stores in the region. They faced
an increasingly competitive and saturated market.
Developed creative that emphasized United Dairy Farmers' use
of real ingredients in greater quantities than any other leading
• This provided the basis for establishing
a "wholesome goodness" attribute for
Introduced successfully into all major retail chains in the
increase in sales over previous year.
• In second
year, added twelve additional markets.