Trappist Dairy’s nostalgia campaign breathes new life into the brand

The article is sponsored by RDS Digital.

Hong Kong Dairy Producer, Trappist Dairy, has been a Hong Kong staple for over half a century. Being a brand with a rich history, connecting to its customers while remaining relevant is the key to its success. 

Against the backdrop of the COVID-19 pandemic, the wish for good health has become universal across the globe.

This sets the inspiration for the brand to adapt the lyrics of a beloved canton pop song - 身體健康 - or ‘In Good Health’ to launch its new healthy organic milk range and strengthen the association between milk consumption and better health.

Trappist Dairy and RDS Digital used the well-known melody of ‘In Good Health’ with new lyrics to communicate the brand’s mission of sharing quality, healthy dairy products with the public.

To drive home the theme of “只想你身體健康 (The Healthiest Version of You)”, RDS Digital formulated a series of integrated marketing activities as support to allow Trappist Dairy to bring its message to life by empowering consumers with involvement.

The campaign included OOH, a 30-second TV commercial (TVC), social media, influencers, and a full version video running across online platforms to raise brand awareness.

To enhance the public’s understanding of its new organic milk, a dedicated campaign site with detailed product information was created.

The campaign efforts didn’t end there. Seeing that the pandemic has been lingering indefinitely, Trappist Dairy took the chance by collaborating with the local mask brand MaskOn and launched a set of customised masks. Going the extra mile, with each box of masks sold, Trappist Dairy donated HK$20 to selected charities too.

“Having suitable KOLs to deliver the campaign message to echo the social atmosphere at a critical time is the key to success. With the creative delivery and diversified media mix, milk and good health have become an inseparable entity amidst the pandemic, rejuvenating the iconic local brand with human touch and universal values and turning Trappist Dairy into a synonym for good health,” said Paul Ko, General Manager of Trappist Dairy. 

The TVC features the collective memories Trappist Dairy has brought to different generations over the years. Starting with the nostalgic glass bottle from the 1970s, wrapping up with the Italy-imported, carton-new product introduced in 2021. 

Intercut with moments of quarantine life accompanied by the familiar yet rearranged local melody, the video reinforces the thought that Trappist Dairy has been here with you through good times and hardships spanning generations. 

Overall, the campaign saw over 2.6M video views, 120K post engagements across Facebook, YouTube, and Instagram. Trappist Dairy Facebook page likes increased drastically by 147.4%. Brand hashtags such as #十字牌 #十字奶 #我只想你身體健康  have also been mentioned for more than 20,000 times across social media platforms.

Affirmations from consumers by supporting the brand with purchase were also driven. The video resonated with the audience’s collective memory. There was also an active response from retail chains, general trade, and catering businesses selecting Trappist Dairy as their supplier. This helped the brand maximise sales channels to provide quality milk products to consumers.