Client: Mataura Valley Milk - a2 Milk Corporation
Markets: Global
Scope: Brand Strategy & Positioning, Value Proposition, Brand Language & Tone, Visual Communication Strategy, Stakeholder Engagement, Packaging Design
Sector: Premium Dairy | Nutrition | Export | Global Brand Strategy

Developing a compelling value proposition for global dairy markets.

Premium dairy with a purpose and a passport.

In a market overflowing with dairy sameness, Mataura Valley Milk needed to stand out not just for quality, but with a story that could scale.

This wasn’t about building another export brand. It was about crafting a global value proposition that would resonate across cultures, inspire trust, and deliver commercial clarity from New Zealand to China, and everywhere in between.

We were brought in to refine and reposition the brand for global success defining its purpose, sharpening its voice, and building a visual language system that connected across borders and buyers.

How we made it happen: We anchored the brand in its strengths purity, provenance, and premium production then built a clear narrative around them. This wasn’t storytelling for the sake of it. It was strategic brand clarity designed to perform in export markets.

A bold, cohesive value proposition crafted for global dairy buyers
Clear, multilingual messaging tailored for the Asian market and beyond
A premium, trustworthy visual identity system that worked across packaging, digital, and trade
The creation of the Mataura Trust Mark - a symbol of origin and quality that reinforced authenticity at every touchpoint

The results:
Following the brand’s repositioning, a2 Milk Corporation acquired a 75% stake in Mataura Valley Milk for NZ$268 million—recognising the brand’s global potential. Today, Mataura generates over NZ$100 million in annual sales and continues to grow as a premium player on the world stage.

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The Alternative Dairy Co.

New Zealand School of Tourism

The Steelworks
3/13 Coles Avenue, Mt. Eden
Auckland 1024, New Zealand
+64 9 35 85 692
colin@friction.co.nz
Linkedin

Based in Auckland New Zealand, I work with brands throughout Australasia, The Pacific and Asia.