Case Study: Tetra Pak increases milk consumption in Hungary with Proi Worldwide

Tetra Pak earns 96 media appearances with Proi Worldwide

The customer Tetra Pak faced a challenge in Hungary where widespread misbeliefs, such as the idea that UHT milk contains preservatives or lacks nutrients, were causing a steady decline in per capita milk consumption. To address this, they engaged the vendor Proi Worldwide and its involved agency, Premier Public Relations, for a public relations campaign.

Proi Worldwide, via Premier Public Relations, implemented a solution that began with a representative opinion poll conducted by GfK. The findings on public misbeliefs were then presented and debunked by health and nutrition experts at a large-scale press conference. This strategy generated 96 media appearances, over 13.8 million contacts, and an earned advertising value of 35 million HUF (approximately €120,700) for Tetra Pak.

Tetra Pak