New dairy initiative celebrates achievements in marketing

IDF Marketing Awards, the new initiative of the International Dairy Federation, received 27 entries from 11 countries. Results will be announced at the 27th International World Dairy Summit and Congress, in Shanghai, China, 18-23 October.

The 2006 IDF Marketing Awards had 3 categories: New Product Development, Nutri-Marketing, and Marketing Communication. Judging was by a panel of independent judges, who short listed 3 campaigns in each category and chose one as the winner.

"The feedback I've had is that the judges were impressed by the strategic thinking behind the campaigns, and most of all by their effectiveness, especially those that have been short listed. ", commented Jim Begg, President of the International Dairy Federation.

All entries will be presented during the poster session at the 27th International World Dairy Summit and Congress.

"These marketing awards provide an opportunity to exchange best practice information about business development and revenue generation. Competitiveness, the generation of revenues, and a positive consumer message are the objectives of every dairy company and I believe the IDF can make an important contribution in these areas through these awards, said Jim Begg, the IDF President. It is my hope that these Marketing Awards will become an important part of our World Dairy Summit each year. I encourage dairy processors to celebrate successful marketing activities by supporting this new IDF initiative. "

The campaigns short listed in each category are:

New Product Development

Dairy Farmers Revamped Packaging campaign Australia

Mengniu Dairy Group Deluxe Branded Milk Inner Mongolia

A. Wiseman The One campaign Scotland

Nutri-marketing

Grana Padano Nutrition Education Campaign Italy

Meiji Dairies Low GI Ice Cream Campaign Japan

Mengniu Dairy Group Breakfast Milk Campaign Inner Mongolia

Marketing Communications

Dairy Farmers White Milk campaign Australia

Mengniu Dairy Group Yoghurt Drink campaign Inner Mongolia

Saputo Cheese campaign Canada

Judges were; Professor David Carson (Professor of Marketing at the University of Ulster, President of the Academy of Marketing and Joint Editor of the European Journal of Marketing), Phelim O'Leary (Director of a Dublin based market research company) and Laurie Young (marketing consultant, previously the Global Head of Marketing with PriceWaterhouseCoopers).