Campina Organic Dairy's New Positioning

The new packaging for Groene Koe conveys a cheerful image and now for the first time features people.

21/03/07 The Groene Koe, Campina’s organic dairy brand in the Netherlands, has been thoroughly revamped and repositioned. The brand is therefore shaking off its old image of merely ‘organic’ and moving into the realm of lifestyle brands. The communication and the printing on the packaging have been adapted and now appeals directly to consumers themselves.

“You are what you choose, is the new pay-off Campina has selected for the Groene Koe brand to emphasise that buying organic means you choose consciously, for natural products with a pure, full taste”, says Edwin Crombags, Groene Koe’s marketing manager. The products under the revamped Groene Koe brand are available in the supermarket and the out-of-home channels.

Light users

Consumers who buy organic products in supermarkets are known as ‘light users’ of organic produce. Although, these people are steadily buying more and more organic articles, they are not prepared to go that extra mile for speciality stores. They want convenience and good taste but do not feel part of a social movement. They have other reasons for buying healthy foods than simply social ones. Qualitative and quantitative research was carried out by MarketResponse for the Groene Koe brand among a group of people representative of Dutch society. This research revealed that the number of consumers who buy organic products will hardly increase if brand promises made by organic products, such as environmentally and animal friendly and socially responsible production, are not expanded upon. New buyers of organic products, according to this same research, can be won over by focusing on the consumer. The new packaging for Groene Koe conveys a cheerful image and now for the first time features people. Groene Koe’s new packaging therefore appeals to a broader consumer group and, the research also indicated, should result in a hefty growth in turnover.

“The selection of Dutch organic products could be more specifically aimed at this large group of new consumers”, says Uli Shnier, Chairman of Task Force Market Development Organic Farming, the organisation whose objective it is to expand the share of organic products on the Dutch market. “Campina’s initiative is a good example of the new approach, and we as Task Force are very enthusiastic about it.”