Challenge Dairy Leverages High Butterfat Products and Social Media Influencers to Boost Market Presence
Source: The DairyNews
Challenge Dairy, through its subsidiary Danish Creamery, is capitalizing on the burgeoning trend towards premium butter in the United States. Amid increasing consumer demand for high-quality dairy products, the company is setting a new standard with its European-style butter, characterized by an 85% butterfat content—significantly higher than the typical 80% found in American-style butter.
Michael Burdeny, president of Challenge Dairy, shared insights into the company's strategic direction, emphasizing the complexity and the higher production costs associated with these premium products.
The company recently partnered with popular YouTube food creators to showcase recipes using their high butterfat products. This move is part of a broader marketing strategy to tap into the power of social media, engaging with consumers where they seek culinary inspiration. "We're investing more in social media influencers now than in all our previous marketing efforts combined," Burdeny noted, highlighting the shift towards digital engagement in their marketing strategy, writes Dairyreporter.com
The impact of these collaborations has been significant. "Our campaign has already generated over 7.5 million views and led to a 250% increase in website visits," Burdeny added. With YouTube being a key platform, Danish Creamery has been working with influencers known for their creativity and culinary expertise, such as Matty Matheson and Carla Lalli Music.
Looking beyond social media, Burdeny discussed how Danish Creamery is innovating within the product line itself. "We've introduced new salt flavors in our European-style butter, including garlic salt, pink Himalayan salt, and rosemary salt," he said. These innovations are part of a broader effort to cater to both home cooks and professional chefs, aiming to elevate everyday cooking to gourmet standards.
Despite the focus on premium products and digital marketing, Burdeny also highlighted the broader demographic appeal of their offerings, particularly among younger consumers. "Gen Z and younger Millennials are rapidly growing consumer segments, though they currently consume less butter compared to older generations," he stated. By combining high-quality ingredients and creative marketing strategies, Challenge Dairy aims to increase butter consumption across all age groups.
The company recently partnered with popular YouTube food creators to showcase recipes using their high butterfat products. This move is part of a broader marketing strategy to tap into the power of social media, engaging with consumers where they seek culinary inspiration. "We're investing more in social media influencers now than in all our previous marketing efforts combined," Burdeny noted, highlighting the shift towards digital engagement in their marketing strategy, writes Dairyreporter.com
The impact of these collaborations has been significant. "Our campaign has already generated over 7.5 million views and led to a 250% increase in website visits," Burdeny added. With YouTube being a key platform, Danish Creamery has been working with influencers known for their creativity and culinary expertise, such as Matty Matheson and Carla Lalli Music.
Looking beyond social media, Burdeny discussed how Danish Creamery is innovating within the product line itself. "We've introduced new salt flavors in our European-style butter, including garlic salt, pink Himalayan salt, and rosemary salt," he said. These innovations are part of a broader effort to cater to both home cooks and professional chefs, aiming to elevate everyday cooking to gourmet standards.
Despite the focus on premium products and digital marketing, Burdeny also highlighted the broader demographic appeal of their offerings, particularly among younger consumers. "Gen Z and younger Millennials are rapidly growing consumer segments, though they currently consume less butter compared to older generations," he stated. By combining high-quality ingredients and creative marketing strategies, Challenge Dairy aims to increase butter consumption across all age groups.
