Investor Presentaiton
ANNUAL REPORT 2020
Breakfast Moments with Peak
For over 60 years, Peak milk has consistently stayed
committed to its purpose of delivering quality dairy
nutrition to all Nigerians to enable them reach their
Peak.
2020 saw us stay true to this purpose as we focused on
our goal to "Own Breakfast" with the continuation of
the #PeakBreakfast campaign. The combined efforts of
all campaign executions across touch points resulted in
increased Top Of Mind Awareness (TOMA) by +4%.
BUY & WIN!
1:00am
HAVE A
#PEAKBREAKFAST
Ampol
compound
Peak
THERE'S A PEAK FOR YOU
Peak
Peak
Peak
Full Creain
Sahur to Iftar
Jeak
from Sahur
Filled
Full Cream
Rich and Creamy Low Cholesterol
Peak
Peak
1
Filled
Reach for your Peah
Stay Nourished
Reak
to Iftar
Pannika Laren
National Breakfast week
For the 2nd year, we celebrated National Breakfast
week (May 26th - June 1st), a week devoted to
celebrating the benefits and importance of breakfast
consumption. Digital led campaign activities were
deployed to highlight the most important meal of the
day and the role of the brand.
2020 marked the 20th anniversary of the globally
recognized World Milk Day celebrated on June 1st. The
theme, RAISE A GLASS OF HOPE was a message that
helped inspire positivity as we celebrated essential
workers, frontline workers and every Nigerian for
fighting the pandemic together even as we stayed apart.
We also served Peak Breakfast to essential and frontline
workers on World Milk Day 2020 to show our support
for their selfless service.
Awoof at its Peak
As a culture to reward loyal customers and to encourage
continuous patronage, a Shopper Promo titled "Awoof at
its Peak", was executed. This promo rewarded customers
with extra packs of Peak products, thus enabling families
to enjoy more Peak Breakfasts for less. The campaign
was further used to reinforce the importance of Peak
Breakfast in supporting families with nourishments.
The campaign was communicated through radio, flyers,
banners and various BTL materials.
Everyone has a Peak
The 2020 journey kicked off with the launch of the
"Everyone Has A Peak (EHAP)" campaign that created
awareness, educated our consumers and highlighted the
different variants of Peak milk. The campaign creatively
educated consumers on the role of each Peak milk
variant using the unique benefits of each variant as the
point of differentiation; thus informing consumers that
whatever their milk preference at breakfast, there's a
Peak milk available to suit their needs. This campaign
has not only informed consumers that "there is a Peak
for everyone" but has also driven clarity that Peak Filled
milk is an addition to the Peak milk portfolio.
Our single minded focus to "Own Breakfast" with the
"#PeakBreakfast campaign was sustained with the
EHAP campaign by informing consumers about the
choices they can get for breakfast from Peak with
various extensions such as, Peak Breakfast Talk - dialing
up online engagement on digital during the lockdown;
PeakBreakfast Radio Show with popular OAPs - to drive
reach and emphasis on the campaign message; Breakfast
Moments with Peak Digital Series - snackable web series
of 1-3mins that showcased various relatable breakfast
moments about friendship, aspirations and general
banter whilst showcasing Nigeria's rich culture and
diversity.
All these contributed to the growth of brand awareness
and positive consideration.
"Everyone Has A Peak (EHAP)" campaign
created awareness, educated our
consumers and highlighted the different
variants of Peak milk".
Ramadan is a very important period for the brand
Peak. The aim of our campaign was to motivate our
Muslim consumers to start their day with Peak milk
by showing them how Peak milk plays a major role in
giving nourishment from Sahur to Iftar. Ramadan took
a different dimension in 2020 due to the COVID-19
pandemic. The brand leveraged heavily on digital to
drive both awareness and convenient distribution
with the E-Commerce channel and doorstep delivery.
The introduction of seasonal promo boxes enabled
consumers save more, show love and generosity to
friends and family.
GET OUR
NEW
RAMADAN
GIFT PACK!
M2,500
Contains
x10
Give a Nourishing
gift this Ramadan
Ramadan Kareem
x10
Sache or
Peak Exp
x2
TRIS Of
Three Cov
Evsp
意x10
x5
Preval
HALL 36
Peakmas Campaign
Considering the erratic year 2020 was, the Peakmas
campaign was all about bringing hope and optimism to
Nigerians. In line with our tradition of adding flavour to
the Christmas season and nourishing families, we rolled
out the Peakmas campaign with the theme "Share Love,
Share Nourishment" to end a challenging year on a high
note. This message amplified and reinforced the spirit
of sharing, even in a time of an unprecedented global
pandemic.
A series of activities were executed to bring Christmas
cheer to Nigerians. "Peakmas Heros" celebrated unsung
heroes in different homes and communities who were
nominated and rewarded for their selfless doings. The
"Peakmas Jingle Challenge" was another avenue for Peak
milk to engage young, talented Nigerians by giving them
an opportunity to recreate the Peakmas jingle, and also
created a platform for these budding talents to showcase
their musical flair and win amazing prizes.
"Peakmas Breakfast On The Go" was a brilliant way for
us to reinforce the importance of starting your day with
a Peak breakfast. With this idea, we made on-the-go
breakfast accessible to the people at every major bus
stop in different cities. Finally, the "Peakmas Shopper
Surprise" was our way of tapping into the surprise trend
by surprising loyal customers and rewarding them with
gifts whenever they buy Peak products at selected stores
and markets.
In conclusion, 2020 was both an eventful and a fulfilling
year that brought out the best in us. As we step into a
more promising 2021, Peak as a brand looks forward to
greater milestones as we continue to nourish families all
across Nigeria.
Peak
Rook
Awoo"
tits Pant
Rak
Awoof
at it's Pealt
Rock
Merry
Peakmas
More You
ye You
FOR MORE DETAILS
ASK YOUR RETAILER
Reach for your Peak
116
FrieslandCampina WAMCO Nigeria PLC
FrieslandCampina WAMCO Nigeria PLC
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