Valio

Business Challenge
As inflation and private-label growth accelerated, Valio faced a serious threat: consumers were increasingly trading down to cheaper alternatives.

Big Idea
Remind Finns what Valio originally means: exceptional quality. Through a multi-year brand strengthening program built around the promise “Onhan se Valio”, the company reconnected its name, heritage and products with superior quality and value worth paying for.

Big Impact
Valio not only defended its premium position but strengthened it. Milk margin increased from €862M to €982M (+13.9%), milk return from 43.7 to 52 cents/litre (+19.5%), Brand Strength Index rose from 69 to 96, and Valio became the world’s strongest food brand.