Kraft relaunches Dairylea with 'natural ingredients'
By John Reynolds, marketingmagazine.co.uk, Wednesday, 06 June 2012 08:45AM
Kraft has relaunched its flagship Dairylea product, now made with "natural ingredients", with a marketing campaign across outdoor, press and digital that includes a "try me free" promotion.
Dairylea: rolls out new recipe
The relaunch marks the latest attempt by Kraft to make Dairylea a healthier product and follows its move in 2010 to strip the brand of artificial colours and flavours.
A spokesperson for Kraft said the 60-year-old Dairylea's recipe change is a response to consumers' demands for more natural products.
The new-look Dairylea will now contain seven ingredients, instead of 12, including skimmed milk, cheese, butter, whey powder and proteins. Emulsifying salts have been ditched in favour of lemon juice and baking soda.
The cheese spread's packaging has been updated to focus on the brand's diary credentials and to better appeal to mums.
Kraft is also running an in-store "Try Me Free" promotion. Consumers will be able to buy the Dairylea promotional packs in supermarkets and claim back the price by visiting www.facebook.com/dairylea or www.dairylea.co.uk.
Bruce Newman, marketing manager at Kraft, said: "Our aim is to attract a new generation of consumers to the brand as well as re-engaging Dairylea fans who have fond memories of the chest but who may not have purchased it recently."
Marketing is being handled by Beattie McGuiness Bungay (BMB).
Follow John Reynolds on Twitter @johnreynolds10
This article was first published on marketingmagazine.co.uk
Related articles
- Kraft Foods appoints Arc London to Mikado brief
- Kraft appoints 19-year veteran to head up UK and Ireland business
- Kerry Foods marketing chief moves to Kraft
- Cannes 2012: Ignore 'millennium moms' at your brand's peril, warns Kraft boss
- Pilgrim's Choice razor-wielding cowboy ad escapes ban
- Kraft Foods kicks off digital roster review
Additional Information
Campaign Jobs
- Digital Account Director - Creative Agency - London Sphere Digital 50-70k +bonus +benefits, London, South East
- Managing Director - Equity potential DU Group £120,000 - £150,000, South Oxfordshire
- Lead Online Communications Officer Adam Recruitment £22000 - £24000 per annum, Wilmslow
- Senior Interaction Designer (Tier One Finance) Digital Gurus £40 - £60 per annum, London
- Freelance Designer/Project Manager Blue Skies Marketing Recruitment GBP20 - GBP25 per hour, Milton Keynes
Most viewed
- Blippar connects disjointed families, says MEC executive
- Campaign Viral Chart: Samsung scores hat-trick in tech-heavy chart
- Heinz brings back invisible bottle of tomato ketchup
- Polycell gets cheeky in crack-filler campaign
- Initiative scoops Amazon global media business
- Marks & Spencer loses AdWords battle to Interflora
Most commented
-
Forget the digital cluster bomb – be more like Bob
It’s said that the average person is exposed to 30,000 marketing messages a day. To me that’s worrying news for us marketers – especially if it’s your job is to build marketing relationships with consumers.
