Repositioning a Hero Brand for Everyday Moments
Morrow Communications has enjoyed a longstanding partnership with Dale Farm for over 20 years, providing strategic and digital support across a range of its consumer-facing brands. As one of Northern Ireland’s most established cooperatives, Dale Farm’s portfolio is built upon local provenance, heritage and strong consumer recognition.
We were recently appointed by Dromona, Dale Farm’s flagship cheese and butter brand to provide strategic and social media support. This presented a fresh challenge: to reposition Dromona from an established ‘hero’ product to an everyday family staple – integrating it into consumers daily routines and mealtimes.
Our work began by redefining how Dromona was presented across social media – not just as a product, but as a meaningful part of everyday life. We developed a multi-faceted content strategy built upon strong storytelling, active audience engagement and consistent brand messaging.
Central to this approach was developing visually appealing creative content to showcase the full range of Dromona’s cheese and butter products. From quick family dinners and packed lunches to family favourites, we brought the brand to life through relatable, high-quality imagery and engaging video content.
We also leveraged social insights to shape our content themes, ensuring our digital campaigns aligned with what matters most to today’s shoppers – value, versatility, and quality. This insight-driven approach allowed us to craft messaging that resonates and drives purchase decisions.
Through this work, Morrow Communications is supporting Dromona in its mission to become a brand leader of cheese and butter at the centre of family life. By combining strategic clarity with creative energy, we’re helping the brand flourish across digital platforms while strengthening its connection with consumers.
Delivering results for
