ARGE Heumilch will rely on the media and communications expertise of Mediaplus Austria in the future. The media agency won the Austria-wide tender process and will be responsible for media planning and execution for the Heumilch quality seal starting next year. The core of the collaboration is a value-based communication approach (“value planning”), which makes target groups plannable and addressable via values and motives with the help of the GfK Consumer Scan Panel and other programmatic data clusters. The primary goal of the new partnership is to further sharpen the brand values and sustainable quality of Heumilch products and bring them into line with the values and media world of the target groups.

“In Mediaplus Austria, we have found an agency partner that has impressed us with its fresh and innovative approach. Together, we will drive forward the further development and modernization of the ‘Heumilch’ brand – and we look forward to working together!” says Christiane Mösl, Managing Director of ARGE Heumilch Österreich.

Manuela Brugger, Head of Regional Development Salzburg at Mediaplus Austria, adds: “Austrian hay milk is a world cultural heritage. The trust and benefits of a sustainable brand must be continually re-experienced and communicated. The interplay of the brand promise, lifestyles, and changing media usage are central to the success of communication. We are delighted to apply our expertise and commitment to a brand of this importance.”