What is your brand and where did it start?
My brand is Campina, and more specific Campina Biologisch. Campina started in 1947. Campina organic started later, and kicked-off in 2010.
Who are you and what do you do at this company/brand?
I am Suzanne, living in Amsterdam. Working for Friesland Campina for 1 year. I’m Currently responsible for Campina Organic and Sustainability for the full Campina brand. Before working for Campina, I had different marketing roles at L’Oreal and KFC. I live in Amsterdam with my boyfriend and my dog. I love kitesurfing, jogging, and eating out.
What have you learned from former jobs that shaped you for your current position?
Real people in communication help you give the brand a more human touch and make it easier to connect with it as a person. With this campaign, I wanted to give the stage to the organic Campina farmers. They are living it and giving the brand the pureness and realness that is so close to our brand’s DNA. In the commercial you see Nikki. She is an organic farmer in Loenen aan de Vecht, and the outside shots were also made at her farm. It was really nice to be there with the crew and see Nikki do the shoot like a pro and in between the shots drive a tractor around to do some tasks that couldn’t wait.
Can you describe your typical customer?
Actually, there is no typical bio user… Around 95% of the Dutch population buys organic dairy sometimes.
For this campaign, we dived into all the consumer insights we have available. For dairy, we see that the n1 driver for a purchase decision is taste. Next to that, we see that more than half of the people in the Netherlands pay attention to whether a product is produced in the Netherlands.
In this campaign, we combined taste appeal and the local side of our business. It doesn’t get more local and Dutch than Campina right?
What goals are key for the brand?
Based on consumer insights: the most important purchase drivers are taste & the need for local Dutch products. So we introduced a concept where we made the word “dichtbij” (nearby) twofold.
Dichtbij shows you dairy from a very close perspective to give you a mouthwatering feeling and stimulating taste appeal. At the same time, we want to convey the message that our products are coming from “dichtbij” (nearby). The organic farmers are from the Netherlands and our products are produced in the Netherlands.
What is your favorite way to use your brand?
Absolutely during breakfast! The full-fat Campina Bio yogurt, blueberries, nuts, seeds, and some homemade granola give me a strong start in the morning.
Anything to add?
It was a pleasure to work with your team!