Graham's to market 1% fat milk range to UK regions
Independent dairy company Graham’s is to release a new Organic milk range across 380 selected Sainbury’s stores from this week.
The 1% fat, Organic Milk product will be promoted using in-store sampling with supermarket chain Sainsbury’s through its in-house team and the help of Denvir Marketing, and will be supported by coupons and magazine promotions.
Glasgow and Edinburgh PR consultancy 3x1 will work on the campaign, with a focus on the regions and the brand’s priority stores. The agency will also build awareness of the range through consumer/lifestyle publications as well as free-for-every reader offers.
The label design was handled by Three Brand in Edinburgh.
Emma Metcalf-King, senior dairy buyer at Sainsbury’s, commented: “We led the way with the launch of own brand 1% fat milk, and its success, in such a well-established market, has been really outstanding. The time is now right to extend customer choice so it is great that Grahams will be offering the first organic 1% fat milk in our stores. People now understand the health benefits of drinking 1% fat milk and are delighted they don’t have to compromise in any way on taste or health benefits.”