FrieslandCampina Celebrates 60 Years of Peak, Nourishing Goodness in Nigeria
FrieslandCampina WAMCO Nigeria PLC, makers of Peak and other milk brands, celebrates 60 years of delivering consistent quality dairy nutrition to its teeming loyal consumers residing in East, West, North and South of Nigeria.
"Over the last 60 years, Peak has continued to be strong throughout the several changes in the market," said Rahul Colaco, Managing Director of FrieslandCampina WAMCO.
"We attribute our success to two things. First, our focus is to consistently nourish Nigerians with quality dairy nutrition in order to reach their Peak. Second, we continually explore ways of standing out of the crowded shelf and touching every part of the consumers’ lives."
Peak has won industry recognition as an innovative and trendsetting brand that delivers superior dairy nutrition across life-stages. The brand succeeds because it always connects with its consumers, supports its key business partners and helps the general public to pursue their aspirations and reach for their Peak!
To surprise loyal consumers, based on research and their expectation, Peak Evaporated Milk now comes in new packaging as well as a lid that opens and closes easily. It is called ‘Peak Easy Open’.
According to Tarang Gupta, Marketing Director of FrieslandCampina WAMCO, “Several demographic and lifestyle influences are responsible for the drive for convenient solutions to food packaging. Peak Easy Open is specifically designed to meet the needs of consumers who consciously seek convenience and are looking for packaging solutions that fit their busy lifestyles.”
Peak’s success story at 60 is full of special moments to remember and a new 360 degree Integrated Marketing Communication campaign themed “The Future is Bright; Reach for Your Peak” has been launched and this focuses strongly on the emotional characteristics and values that consumers link to Peak.
The objective is to reinforce the love of the brand with our broad spectrum of consumers as well as reminisce the most important moments in its history and lives of consumers.
Peak’s 60th anniversary will be celebrated in a powerful highly emotional TV commercial created by advertising agency Insight Communications. The message of Peak via the campaign is to bring back good feelings of how the brand has been a good part of our lives and how in the pursuit of excellence, we have used cans of Peak to bring to life our imagination and to fuel our dreams. It also shows the brand’s commitment to feeding the aspirations of future consumers.
Peak’s 60th anniversary campaign will run all through 2015 with series of supporting events and surprises that have been created to keep consumers engaged. Consumers can join the celebration at www.facebook.com/Peakmilk andwww.youtube.com/PeakMilkNG
FrieslandCampina WAMCO Nigeria PLC has been a necessary part of most Nigerian homes since 1954 through its iconic brand Peak Milk. It is a multinational, dairy manufacturing company and an affiliate of Royal FrieslandCampina of The Netherlands, one of the largest dairy cooperatives in the world.
“We are the makers of Peak, Three Crowns and Friso brands of milk in Nigeria. Over the years, we have maintained leadership of the Evaporated milk market with the Peak brand. Guided by an inspiring mission, nourishing Nigeria with quality dairy nutrition, we are unwavering in the provision of quality, nutritious milk products for Nigerians” said Ore Famurewa, Corporate Affairs Director, FrieslandCampina WAMCO.
To further increase its local content and support the Federal Government’s initiative to grow the agricultural sector, FrieslandCampina WAMCO pioneered the Dairy Development Programme (DDP) in August 2010. This is gradually developing into a full national programme as the Company is dedicated to making the initiative a success by ensuring the transfer of technology know-how on milk production to Nigerian farmers. The Company plans to further train and consult with farmers, with the support of the Government.
FrieslandCampina WAMCO Nigeria PLC will maintain its No. 1 position as the nation’s leading milk manufacturing company by investing in its people, capacity expansion projects and by being an excellent corporate citizen.