Rob Grant sits down with A2 Milk Company’s Susan Massasso to discuss the meteoric rise of the milk brand that never discounts.
In our current era of relentless retail price cutting,
best epitomised by Coles’ famous ‘Down Down’ campaign, a brand that never runs sales promotions is likely to grab the attention of any grocery marketer in Australia.
It’s a remarkable claim for any brand, and especially one in the fresh milk category, once considered the most commoditised of all. During the ‘milk wars’ of 2011, many wondered just how low milk prices could go.
Rob Grant is a freelance writer, specialising in travel, culture and business. He is a member of the Australian Society of Travel Writers and is based in San Francisco, California.