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Emmi UK appoints R1

Dairy group Emmi, the leading Swiss company for cheese and fresh products, is launching it’s first ever CRM initiative to reward loyal consumers of their brand Minicol; a cholesterol reducing dairy product which looks and tastes like cheddar cheese.

A pre-Christmas direct mail campaign, created by The Response One Group, has been designed to communicate with Emmi’s loyal consumer base, thank them for their custom and encourage sales.

 “Emmi’s consumers are incredibly loyal” says Amanda Ling, Response One Group. “We wanted to ensure that we rewarded this loyalty and encouraged recommendations to friends and family about the amazing proven cholesterol reducing benefits of Minicol.”

A personalised letter, recipe card and a range of coupons will be sent to over 13,000 Minicol consumers in mid December. Emmi UK’s Head of Marketing Stephen Kimber says: “We have invested significantly in both extensive market research and by building a marketing database and are excited at the ongoing possibilities for using a data driven approach to further enhance our consumers brand experience.”