CartonSwap
7. Commerce Kancils [7.11 Kancil for Good: Commerce]
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Links:
Product/Service:
Dairy/milk
Client:
Dutch Lady
Brief:
In 2022, Malaysia faced an unprecedented egg shortage. Poultry farmers had cut back on production due to the rising costs of chicken feed, and they disagreed with the government's stance at the time to remove subsidies and float the price of eggs. As the national crisis carried on, the Minister of Domestic Trade and Consumer Affairs's solution for millions of households was for them to 'œeat less eggs'. This escalated the public's frustration as eggs had been the most affordable and accessible source of daily protein for their families.Meanwhile, for several years now, Dutch Lady milk has been trying to educate Malaysians on the fact that milk is not just a source of calcium but also a good one for protein. So when the egg shortage happened, we saw an opportunity for the milk brand to step in and offer struggling families a form of nutritional support whilst highlighting a little known fact about their product. That on average, a serving of milk had the same value
Solution:
Through a partnership with MYDIN, Malaysia's largest homegrown supermarket chain, DUTCH LADY launched CARTONSWAP. A sampling activation of sorts that allowed anyone to bring us their empty egg cartons and swap it for a full and free carton of milk. Rather than unrealistically position Dutch Lady milk as a permanent replacement for eggs, the strategy was to offer Malaysians a temporary and alternative source of protein. The CARTONSWAP campaign was launched with on-ground activation booths at MYDIN supermarkets, and was supported by influencers and brand-led social posts which drove Malaysians to the booths whilst also educating audiences on the protein-content of milk.
