Killowen Farm – Finding Growth

A sharper growth strategy that helped Killowen expand beyond yoghurt and build a stronger reputation as a distinctive dairy brand.

Method Toolbox

Focus Groups, Online Ethnography, Semiotics, STRATEGY, WORKSHOP

Framing the Problem

Since 2004, Killowen has become a major national brand and key supplier of premium and private label yoghurts. A Spring 2024 strategic review showed a need for Killowen Farm to become more brand focused in order to secure the brand’s future profitability. Research was needed to provide a comprehensive consumer view of the brand and its opportunities.

Our Approach

We took a deep-dive ethnographic approach to maximise time with each respondent and ran a 5-day immersive online community where we asked consumers to show and tell us about their lives, what was in their fridge, take us yoghurt shopping with them and tell us all about the brand’s strengths and weaknesses. This was part of a qual-quant process whereby the critical learnings from qual fed into the quant design.

The Breakthrough

We delivered rich qualitative insight into Killowen’s audience, brand position, strengths and competitive opportunities. Uncovering the importance of having a wide range of products was a key unlock and of critical importance in building the brand’s reputation as a dairy brand, not just a yoghurt snack brand.