Consumers Thrilled with Landliebe Yoghurt and Butter
In the autumn of 2007 Landliebe’s farmers will start feeding their cows locally-grown, traditional feed. Consumers have a high level of trust in the Landliebe brand and we want to keep it that way.
06/07/07 Turnover for both yoghurt and butter – two very important product categories for Landliebe – is considerably higher compared to 2006. The growth is so spectacular, in fact, that Landliebe’s total turnover has already exceeded last year’s level.
“Landliebe yoghurt has been a real success story over the past six months. At the end of 2006 we introduced Landliebe yoghurt on a layer of fruit in the typical Landliebe glass yoghurt containers. New production equipment was installed in Heilbronn to make the new yoghurt. Its launch has proved highly successful. This spring we made our Landliebe yoghurt even fruitier, launching the Landliebe fruit yoghurt with 1.5 percent fat in combination with a new design,” says Gernot Doeffinger, Landliebe’s marketing manager. “In addition, Landliebe butter is now easier to spread, the packaging design has been improved and we’ve organised numerous consumer campaigns.”
Important market position
Landliebe enjoys a huge brand following, with many consumers commenting: “I really like the brand.” Landliebe has an important market position in desserts, milk, yoghurt and butter. Landliebe is market leader in desserts, together with the other Campina brands.
Brand philosophy
“It is the combination of products, brand philosophy and communication,” says Doeffinger, explaining Landliebe’s superior position. For example, we always aim to offer the best flavour in the product category. The brand values are about security, tradition and trust. We underpin our philosophy using high-quality fruit and a natural fat content. And thanks to our promotional efforts, our products and philosophy are clearly communicated. Our advertising campaign works very well. The brand’s higher quality and distinguishing strengths are well-presented.”
Landliebe animal feed concept
In the autumn of 2007 Landliebe’s farmers will start feeding their cows locally-grown, traditional feed. Consumers have a high level of trust in the Landliebe brand and we want to keep it that way. Which explains our initiative to further substantiate that trust. Native and traditional types of feed fit very well with the values of Landliebe. Consumers are eager to know why Landliebe offers higher quality than other brands. Our animal feed concept is yet another argument in explaining that.”
