With the purchase of Baxter Dairy by national dairy giant, Saputo, coupled by the loss of shelf space aggressively bought up by the competition, Northumberland needed to stabilize its market share and rebuild its brand in New Brunswick. It was clear that consumers, for the most part, did not see much distinction from one brand of milk to another..
Based on consumer research, HCA developed a brand positioning that Northumberland is “local”. Consumers suggested Northumberland was a true New Brunswick icon.
Driven by TV, HCA developed a creative direction communicating Northumberland’s advantage. Creative featured scenarios positioning Northumberland using iconic New Brunswick imagery, as well as inciting pride using a “buy local” message.
Northumberland experienced an increase of several percentage points immediately and has continued to grow market share over the past seven years with HCA as a strategic partner. Today, Northumberland enjoys the leadership role in the province.