Campina has won a Sabre Award in the ‘Best Benelux campaign’ category. The prize was given for its communication surrounding the launch of the new Campina milk in the Netherlands. The Sabre (Superior Achievement in Branding and Reputation) Award is regarded as the world’s most prestigious prize for excellence in PR and branding. It was presented by the Holmes Group at the Sabre Awards Dinner in Venice on 22 May.
Campina sought to use its campaign, which was devised in conjunction with PR consultancy Porter Novelli, to set a new standard in dairy and to position itself as an innovative organisation with a commitment to corporate social responsibility. The strategy was proudly unveiled in July 2006. It was followed by intensive communication with Campina’s member dairy farmers, to fuel their enthusiasm for the production of new milk with a more balanced fatty acid composition and to ensure that it would be able to be launched in spring 2007. At the same time, Campina ran an external communication campaign centring on the values ‘nearby’, ‘natural’, ‘healthy’ and ‘sustainable’, partly to emphasise its commitment to corporate social responsibility.
Capitalising on the nomination
Thanks to a clear communication strategy, Campina was able to capitalise on its nomination for the Sabre Award. In April 2007, during the launch of its milk with a more balanced fatty acid composition, the Dutch Minister of Agriculture, Nature and Food Quality, Gerda Verburg, complimented the company on its campaign. The launch was successful thanks to this positive publicity, but above all due to Campina’s clear argumentation and effective communication with its member dairy farmers. The use of socially responsible soy was another plus-point.
The first time
The Holmes Group has been nominating companies for leading PR awards in the United States for many years, and has done the same in Europe for the last few years. This year’s European Sabre Awards Dinner was attended by 500 communication professionals from all over the EU. This is the first time Campina has won the Sabre Award.