Repositioning Germany’s largest dairy company

Milram, which is Deutsches Milchkontor’s (DMK) largest brand and Germany’s largest milk-processing company, has a unique selection that spans the entire dairy category. The Milram brand, on the other hand, hadn’t made much of a name for itself and was primarily associated with herb quark. There was no emotionally charged brand world in the public perception.

Our task was to turn this situation around by giving the brand an emotionally charged, distinguishing profile, whilst raising the target group’s awareness of the company’s extensive dairy product expertise and further expanding its cheese expertise.

Our positioning approach

Home of freshness

Beginning with THE harmoniser and key emotion of ‘comfort’, we combined the origin (northern Germany) and the cooperative background of the brand directly with the categorical base value of ‘freshness’ and established these (emotionally) through the ‘home of freshness’ concept.

»brandtouch° proved to be the right choice when it came to analysing our Milram brand and every aspect of its communication. Our work together will boost Milram’s profile significantly and prepare the brand for the future.

In 2011, the brand didn’t have a distinct position in the dairy market. But that has changed. All the relevant data has led to considerable improvements in brand value.

With its team, brandtouch° is an exceptional agency when it comes to developing and maintaining brands.«

Udo Bräutigam
Marketing MILRAM