Background

Rørosmeieriet is Norway’s leading organic dairy producer, known for its high-quality products and strong value-driven identity. In an increasingly competitive grocery market, the company wanted to strengthen its brand position and boost in-store sales through more strategic and visible marketing initiatives.

Challenge

Despite strong customer loyalty and premium products, brand awareness among new customer groups was lower than desired. Rørosmeieriet needed a holistic marketing strategy and a more distinct digital presence to increase awareness, drive demand, and communicate what makes their dairy products truly unique.

Goals

• Increase in-store sales across the product portfolio
• Strengthen brand awareness and product recognition
• Build an emotional and differentiated market position
• Highlight Rørosmeieriet’s heritage, quality and ecological values

Actions

Together with creative agency Molo&Co and the Rørosmeieriet team, Layer developed the digital strategy behind the campaign “Mjølk er mer enn melk” . Layer’s role included:

• Insight and strategy development
• Media planning and buying
• Website optimization and performance setup
• Full digital campaign execution

The campaign was rolled out across several digital channels with storytelling at the core, designed to reach younger target groups while staying true to the brand’s legacy and identity.

Results

The campaign helped drive the most successful year ever for Rørosmeieriet.
2024 set new records for in-store sales and visibility:

• In-store sales growth: +45%
• Significant brand awareness increase among ages 25–45
• Higher website traffic and engagement across all digital channels
• Strong internal ownership and pride in brand storytelling

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