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A dark chocolate milk product by F&N-owned dairy brand Farmhouse found itself in a comfortable position recently as youngsters in Singapore took to posting videos of purchase with the caption "TikTok made me buy it".
While the brand took an integrated marketing strategy with the new product, ranging from public and media relations, in-store promotions, social media content including teasers, recipe videos, and giveaways, and working with KOLs and social media influencers, TikTok was not a platform it thought to give its attention to.
In a conversation with MARKETING-INTERACTIVE, a spokesperson confirmed the brand never actually embarked on any marketing campaign before using TikTok previously. As such, the team is “delighted that Farmhouse Dark Chocolate Low Fat Flavoured Milk is doing so well”.
“We started seeing the spike in the number of mentions on TikTok in the first week of the launch at the end of May. There were many organic positive reviews which led to high demand for the product which had exceeded our expectations,” said a spokesperson from the brand.
The spokesperson added that the spike in content on TikTok emerged shortly following its post on Mothership and the ongoing activities, along with organic mentions, for the new Farmhouse Dark Chocolate Low Fat Flavoured Milk helped the take-off of the trial. Currently, the brand is working with DUO Studio for social and IMSG for PR duties.
The spokesperson added that the campaign and product sales “exceeded its most optimistic sales expectations by many folds” and the brand had to replenish stocks in supermarket shelves at a higher frequency as consumers continued to snap up the product. “We had to bring forward our pre-orders for packaging materials and ingredients to meet the surge in demand,” he added. The hashtag #farmhousedarkchocolatemilk has 37.0k views on TikTok while #farmhousemilk and #farmhousechocolatemilk have 3,051 and 1,519 views respectively. The dark chocolate milk has been such a hit among consumers that some have taken to Farmhouse Singapore's Facebook page and requested for the brand to stock up on it at supermarkets near their homes.
F&N touts Farmhouse as a brand that contains 100% Australian fresh milk. Aside from Farmhouse Chocolate, it also has Farmhouse Fresh Milk, Farmhouse Low Fat Hi Calcium, and Farmhouse Omega. Separately last year, it also brought back the limited-edition Farmhouse Peppermint Chocolate Flavoured Milk for Christmas for Singapore consumers. In Malaysia, F&N said in its 2020 annual report that Farmhouse continued to leverage the Group's in-house technical expertise, product offerings and trusted relationships with consumers to support its dairy vertical in Malaysia of building its new growth pillar.