Tnuva boosts investments in dairy promotion

Israeli-based group Tnuva has gone straight to No. 3 among dairy producers in terms of advertising investments, and is also tapping into the online advertising market, a method used as early as last year by the wafers producer Alka. Although its first products were only launched on the market last summer, Tnuva was the investor with the third largest investment in the dairy industry, behind Danone and Friesland, after the Israeli company allocated around 14.3 million euros (rate card sum), according to data from Alfa Cont, a market research company. “In 2007, our media budget mainly focused on TV. This year, however, we will also include new, innovative media channels that we wish to explore, including the Internet. The 2008 investment in advertising will exceed last year’s, and is allocated in such a way as to suit our plans and communication needs,” says Sagit Tzur Lahav, Marketing Vice-President of Tnuva Romania.