Client
Milk Development Council
Sector
Non departmental public body
Business
Raising awareness of the benefits of milk
Objective
To gain members from MDC levy payers for its fledgling breeding+ programme – a communications campaign to make farmers aware that being ‘quality’ selective in their choice of bull semen could lead to the increased profitability of their herd.
Activity
Following detailed focus group research with both the MDC and a cross section of its members, farmers highlighted the fact that past communication from MDC could be a little dull. On the back of previous work for the council, and taking into account farmers’ comments, mhd were approached to provide a number of workable solutions in line with the chosen direct mail format. Taking a humorous and funky approach, the chosen creative played on the well know catch phrase ‘Who’s the daddy?’ – a line of questioning that tied in perfectly with the objectives of the breeding+ programme.
Results
This simple yet effective direct mail campaign achieved a response rate of more than 10% within 6 weeks of launch, all with a limited creative budget. The campaign’s light hearted but informative approach, coupled with regular communication in the form of newsletters and web updates, has seen the programme become MDC’s most successful start up programme to date.
Following the success of the campaign mhd have been retained to redevelop the Council’s brand guidelines and several other high profile communication programmes.
Testimonial
‘We have been working with mhd for the past two years while changing the branding of the organisation and introducing a new, more professional feel to everything we do. mhd has been a critical part of this process – listening, responding, and introducing fresh thinking and creativity. At the same time they have continued to provide an excellent service for our more day-to-day projects, solving all design dilemmas with customary aplomb!’
Amy Jackson, Head of Communications, Milk Development Council
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