30m euros for yoghurt advertising campaigns

In their battle over market shares, dairy industry producers have significantly increased their promotional investments in the first half of this year, after budgets went up by 13% from January through April compared with the same time in 2007, Alpha Cont research company data can reveal. Albalact, the local market’s leading independent player allocated a budget over seven times high than in 2007, 2.4 million euros (rate card), to promote the Zuzu yoghurts, the data from the same source can reveal, while the Israeli at Tnuva, who entered the market last year, invested the second highest amount in promotion on the domestic market, with a total rate card budget of 6.2 million euros, 5.2 million euros for yoghurts alone. The advertising spots promoting yoghurt brands were worth 30 million euros in the first four months. Danone remained the leader in terms of promotion investments for yoghurts, with half of the total amount earmarked on the segment, over 25 million euros.