Danielle Locke

The Beautiful Problem

 

Lactose intolerance affects many people, and yet the market to cater for them is limited. Lactofree was was developed to allow people to enjoy real dairy products without the lactose - the problem was, nobody knew about it.

 

Danielle Locke
The Beautiful Problem
Danielle Locke

Intelligent Misbehvaiour

The quiet army of the lactose-intolerant needed to be roused: it was time for a revolution. Recruiting through TV and paid social, we created and managed an active community of LactoFree revolutionaries who we could subsequently tap into and see what products they wanted to see next. Together, they marched under the banner of ‘Liberty! Equality! Lactofree!’.

Danielle Locke
Intelligent Misbehvaiour
Danielle Locke

Cultural Impact

The campaign generated 1.1m views, 3 times more than planned. As a result brand volume was up a staggering 23% and the value of the brand was 24% higher than before.

Danielle Locke
Cultural Impact