Reaffirming premium status by really understanding your brand
Faced with suddenly imposed trade barriers to significant business-to-business markets, Valio needed to launch a consumer-facing offer to create a profitable outlet for this Finnish dairy co-operative’s outstanding product.
That meant getting under the skin of the product to discover the story that made it different, meaningful and worth paying more for.
It’s pure, natural provenance backed by a century of production expertise and consistently smooth and even texture made it perfect for spreading, cooking and baking. All solid foundations for a premium price-point.
But the twist that brought the tale to life was the fact that it was the butter preferred by French pastry chefs – confirming Valio as the Master Butter Makers.
A successful consumer brand launch, with listings in major multiples and sales at 5 times predicted levels in first 6 months. All with no additional marketing support.
