Elopak provides its 1 liter Pure-Pak cartons for Norwegian dairy product producer Tine's new fresh milk brand concept
May 2, 2012
– TINE, Norway’s largest dairy, has launched a new brand concept for its fresh milk. The ‘From Farmers In Your Region/Your Part of the Country’ initiative launched on 9th January 2012 across Tine Melk is in response to the trend in Norway for natural products with a clear origin and has been introduced with a new design for its 1 litre Pure-Pak® cartons.
“There is a general growing demand among consumers in Norway to know the origin of food and drink products. Part of the reason is the environmental benefits of a short local supply chain, but also consumers like to support local business which often includes neighbours and friends,” explains Anita Sundby, Elopak’s Market Unit Manager Norway. “The strategy for the ‘From Farmers In Your Region/Your Part of the Country’ concept is to build clear differentiation for TINE in a moderate declining milk market by building the brand around the five main regions in Norway and their local dairy communities to support this trend.
“We worked with TINE to create the new carton designs focussing on the dairy producers in each of the five regions of Norway (East, South West, West, Central and North) to build a stronger connection with the consumer through the values of community,” continues Anita.
Making it happen
“TINE are constantly innovating to attract new markets and to bring consumers the milk they demand. We supported TINE with this new concept developing the feasibility of splitting the milk range into the five regions and communicating the benefits to the consumer through the carton itself,” adds Anita. “We believed in the new concept and we helped TINE to make it happen.”
”People seem to find the stories of farms; cows and dairy farmers are exciting and at the same time instructive reading. It gives a sense of closeness and knowledge of the origin of the milk. Milk cartons, commercials and ads have been very well received by Norwegian consumers. They seem to appreciate the way we present the dairy farmers” says TINE Group Director of Marketing, Hege Holter Brekke.
The ‘From Farmers In Your Region/Your Part of the Country’ initiative was launched across all fresh TINE Melk including vitamin enriched varieties.