Donia Farms is a third generation dairy farm founded in 1955 by a family of farmers who immigrated from the Netherlands at the turn of the century in search of a better life. They brought with them principles of hard work, integrity and respect for the animals they cared for and the land they farmed.
With increased consumer interest and demand for traceable, grass-fed dairy products that aligned with their own traditional farming practices, Donia Farms was perfectly positioned to diversify their dairy business. They came to CREW with a traditional grass-fed milk product that we helped launch as new line of healthy direct-to-consumer dairy products.
Launching a new product offering is a significant undertaking and one that requires a solid plan. In order to secure “innovation quota” from the Canadian Dairy Commission, Donia Farms needed a comprehensive marketing strategy and market evaluation. CREW did the product analysis, consumer research, market volume metrics, distribution strategy, brand and packaging development, as well as a promotional budget to pave the way for a successful product launch.
We began by crafting a brand identity for Donia Farms, creating a logo that reflects the essence of a modern farm family while giving homage to the rich, multi-generation family heritage.
A strong digital presence laid the foundation for the grass-fed product launch. A website with product landing pages, store locators and engaging videos and photos introduced the Donia Farms brand to consumers.
In the Field
A product isn't launched until it's selling in stores. As Donia began picking up distribution, we supported them with in-store signage for sampling events and on-product coupons.
The final, and perhaps most important step, has been the ongoing work of building brand and product awareness. Highly targeted video advertising on social media channels, such as Instagram, Facebook and YouTube as suitable channels for sharing the story of Donia Farms.
Due to the distinct and superior taste to conventional milk products, we highlighted this unique point of differentiation through the creation of a series of playful videos featuring a professional "milk sommelier" walking young children through the finer points of milk-tasting.
Any new venture has its challenges, and Donia Farms is still in the initial stages of gaining product distribution, but early listings, sales and category growth show strong potential. A new advertising push will be launching in summer 2015 along with greater distribution across BC. CREW is excited to be building yet another local family-run business into a recognized household brand.