Lactofree, the UK’s only range of lactose free dairy products, is launching its new 2010 campaign with a theme focused on mending broken relationships with dairy. Through above and below the line activity, “Dump the lactose, not the dairy” aims to reassure those with lactose intolerance that they can enjoy real dairy again with Lactofree.
The national TV campaign, created by Wieden + Kennedy, breaks on 4th January and uses an emotional tone to deliver the Lactofree brand strategy. Facilitated through relationship interplay between the “Lactose Intolerant Lady” and the “Milk Guy” characters, Lactofree exposes a relationship breakdown that has occurred and shows the Milk Guy trying to get back into the Lactose Intolerant Lady’s life. The ads will inform lactose intolerant consumers that they can enjoy dairy favourites and benefits from dairy again without the side effects.
The campaign, created by Sophie Lewis and creatively directed by Pat McKay and Feh Tarty includes two TVCs ‘Doorstep’ and ‘Flatmate’ and will be supported by a new look website, digital activity, cinema and advertorials throughout 2010.
W+K creative Sophie Lewis said: 'One of the biggest challenges for this campaign was finding our voice of milk. We needed to find a guy who was charming, funny, believable, warm, honest and loveable. The search took us 3 months and was incredibly subjective until we finally found our Milk Man in comedy poet Tim Key. I hope that the lactose intolerant ladies will give milk a second chance.'
Media buying agency Carat has also leveraged the broken relationship message securing space surrounding one of the most eagerly anticipated films of 2010, Sex and the City 2. This will be further supported by a PR campaign provided by Biss Lancaster, that will target national and consumer press across the UK and digital support from Outside Line. Unique in-store creative will be implemented by Life Agency, to capture the imagination and needs of its target consumer audience.
Samantha Glassford, Brand Manager for Lactofree commented, “This year we want people to reconnect with the dairy products they love, just without the lactose. In the past people with lactose intolerances have relied on soya and dairy alternatives or avoided dairy altogether. The new campaign really draws on the comforting association most people have with dairy – if it’s cut out of a diet, it is usually missed.” Samantha continues, “We hope to increase brand awareness through further educating people on lactose intolerance and the common misunderstandings associated with it.”
Lactose intolerance is thought to affect up to 15% of people in the UK however, 90 percent of those who think they can’t have dairy can with Lactofree. The range features yogurt (raspberry and strawberry), hard and soft cheese, semi-skimmed and whole dairy drink and UHT.