To begin the process of taking the brand from a commodity based supplier, to a global player in the competitive nutrition market, we were required to establish a clear point of difference for their brand, and consequently a unique brand proposition to communicate.
Westland Milk products had a number of stories they could tell from quality to innovation. The decision to create the “Genuine New Zealand Dairy” proposition enabled us to tell the story of each facet of the business in a simple and coordinated way. In a market where others attempt to convey provenance, history and authenticity, Westland sets the benchmark.
They now own this ‘genuine’ strategy and can build the brand on a global stage.