“Once again we are fascinated by the level of innovation that is shown within the entries. “The World Dairy Innovation Awards really showcase some of the most ambitious new products and developments of the year, from a wide range of companies all over the world, both large and small.”Alex Clere FoodBev Media’s Group Editor
Now in its 12th year, the World Dairy Innovation Awards is the international dairy industry’s leading and most established awards scheme; celebrating innovation and excellence across every product category as well as seeking out the best in packaging, marketing, technology and sustainability.
Russia closed its borders and Valio had excess butter to spread. The butter was unknown outside of the Nordics; however, considered premium in the on-trade sector, with French patisserie chefs preferring the product to French butter. In this commoditised retail space, we asked how can we make Valio stand out from the pack, when other butters are also seen as premium and well established?
Using semiotics, cultural codes analysis and creating an original pack design, we defined a unique premium proposition, complimenting Valio’s true product story and the differentiation that the Secret Legacy heritage route delivered. The stand-out pack arose from consumer research that identified the history and quality of Valio as unique and appealing. The butter, made from the cleanest milk in Europe, has artisan and authentic credibility which translated into the packaging to place the product as an exclusive.
By creating a premium butter positioning that differentiated within a generic undeveloped category, Valio sold 550% more than predicted within 6 months and caused Lurpak to be de-listed in Poland Tesco stores.
