St Helen’s Farm, the home of fresh goats’ milk, has unveiled a new look across its milk range and announced its first ever radio advertising campaign in partnership with Classic FM.
The Yorkshire-based farm, which supplies a range of goats’ milk products across all the major supermarkets, has revamped its whole, skimmed and semi-skimmed packs to refresh the design and add more interest and impact to the fixture. The new cartons, which have been on shelf from mid September, make more of the three colourways that are bright, clear and instantly recognisable.
The British Goats’ Milk badge is more prominent on the front of the pack, with the ‘easy to digest’ and ‘Deliciously Mild’ straplines reinforcing the message that goats’ milk is not strong-tasting and can be gentler on the stomach than ordinary milk for some people. Strongly coloured shelf ready packaging will be also be phased in to complement the new pack designs
In a first for the company St Helen’s Farm has also confirmed a radio advertising campaign with Classic FM that is set to run for 12 weeks targeting regional pockets of over 1 million consumers.
The three creative executions, which have been on air since early September, focus on the ‘St Helen’s Farm’ family and are designed to give consumers strong reasons for switching to goats’ milk. It is a bold initiative aimed at raising the awareness of goats’ milk amongst target consumers and is the first ever broadcast related support for the goats’ milk market.
”We are really excited about the look of the new packs and our first foray into radio,” says Mike Hind, Sales and Marketing manager of St Helen’s Farm.
“We have a very clear customer demographic and Classic FM will certainly communicate with a number of our key audience groups. It’s good news for the goats’ milk market as a whole and will hopefully raise awareness, generate trial and entice consumers that have never enjoyed mild goats’ milk to give it a try.”