The Campaign

The Singapore Red Cross is competing with increasing numbers of charities for the donation dollar. People are being constantly bombarded with charity options and, as such, they have become desensitized to the idea of giving. But we believe we just might have found a way to make people relate emotionally again. Milk—Enriched with Generosity. It’s the universal comfort-food that gives us all our first nutritional needs. Through milk we’ve tried to create a human, tangible link between the donation and its effect. Dutch Lady took up the cause and partnered with the Singapore Red Cross, to create a “new” milk product in with generosity as its active ingredient. When consumers choose to purchase packs of Dutch Lady milk specially marked with the ‘Enriched with Generosity’ label, the proceeds go to support Singapore Red Cross’s FoodAid program, Meals with Love. This program measures the nutritional needs of the disadvantaged and delivers fresh food accordingly. So the act of buying this milk provides the donor the same feel-good comfort as those in need feel when they receive the food package monthly. ‘Enriched with Generosity’ was launched on March 15, 2015 at the Singapore Red Cross International Bazaar. With over 100,000 people in attendance.

The Brief

The goal was to make the idea of giving relatable to a desensitized audience, along with the positive feeling that comes with donating and a way for Dutch Lady to engage consumers from a new platform.

Results

Through this event Dutch Lady’s parent company Friesland Campina have established a long-term sponsorship of Singapore Red Cross’s FoodAid program, Meals with Love. They are also using the campaign as a case study to show other multi-nationals about creative ways to donate.

Execution

We approached Dutch Lady proposing a new Dutch Lady variant – one that is enriched with generosity. A week before the launch, we received specially designed packs describing the milk as ‘Enriched with Generosity.’ During the Red Cross International Bazaar, The MC explained the concept and directed customers to an exclusive station where we sold the milk direct to customers and exposed them to informative banners and pamphlets explaining the idea further.

The Situation

Devised for the Singapore Red Cross to create a new channel for donations in an increasingly competitive charity market and disengaged public. It became a corporate sponsorship opportunity for Dutch Lady to raise the profile and usage of their brand in a crowded F&B sector.

The Strategy

To make a big impact we had to design and produce a special milk pack for the launch at the Singapore Red Cross International Bazaar, which attracted a crowd over 100,000 people.