Levelling up brand performance in the bread spreads market

How Arla Cheesy Spread used Kantar Marketplace to gauge progress against their brand goals in the Philippines
Raymund Gonzales Lao, Head of Marketing, Arla Foods

“Kantar offered us a practical solution that helps us measure the ARLA brand more efficiently via Kantar Marketplace - BrandEvaluator. 
It is an agile and very insightful quantitative study that effectively addresses the needs of emerging brands in the market.”


Arla Cheesy Spread is a challenger brand in the Philippine bread spreads market. The market is largely dominated by block cheese brands and other heritage cheeses. Arla entered the market as a brand that focuses on its nutritional benefits for kids. However, early brand learnings from 2021, gathered in partnership with Kantar, highlighted that this benefit was not effectively conveyed in its communications.


Based on these insights, Arla developed new campaign material highlighting that its Cheesy Spread is best for kids and a great breakfast partner. In the year following the campaign, Arla wanted to check its position in the market. They needed an efficient brand equity measurement solution and turned to BrandEvaluator on Kantar Marketplace. 


The tool provided a fast and affordable brand equity assessment, which gave Arla a clear understanding of its current position versus its key competitors in the Philippines. Findings showed that the brand had reached an unprecedented 90% for Brand Awareness and reassured Arla that their marketing activity was working.


It is critical for any organization to measure themselves against the market, but even more important for a brand that’s in start-up mode or entering a new market as Arla has. The use of BrandEvaluator enabled them to get the insights they needed rapidly and efficiently in order to understand the progress they had made. Furthermore, the validated consistent approach, which is based on Kantar’s Meaningful Different Salient framework, means they have a solid reference point to measure future progress against - and an indication of potential growth opportunities for the future. 

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