Lewis Road Creamery: Lunch-Time Ideas  - Accounting and Finance Assignment Help

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Lewis Road Creamery: Lunch-time ideas 
Karen V Fernandez, PhD Associate Professor, University of Auckland Note: Students reading this case are encouraged to visit the Lewis Road Creamery website at <www.lewisroadcreamery.co.nz>. 
How it all began 
New Zealander Peter Cullinane, the ex-chief operating officer of global advertising agency Saatchi and Saatchi, was in a New Zealand supermarket to pick up butter for his favourite lunch, a ham baguette. He found himself wondering why the only premium butter available was from Denmark, when New Zealand had its own thriving dairy industry (Pound, 2017). So he went home to try his hand at making butter, with the help of YouTube (Chandar, 2017). 
In 2012, Peter founded Lewis Road Creamery and set out to make the very best butter he could, utilising an Italian butter churner in a converted shipping container at Lewis Road, in Otakiri, a rural town in the Bay of Plenty, New Zealand. The company's website states, 'We are on a mission. To create the world's best dairy produce right here in New Zealand. 

Early marketing efforts 
Although this frenzied demand is a marketer's dream come true, Peter insists he had no idea that everyone would go 'crazy' for the milk. He believes social media contributed heavily to Lewis Road chocolate milk's cult status. The company is conscientious about rewarding people who reach out on social media by responding to each and every post, and Whittaker's promoted this collaboration through its own social media channels. Lewis Road also sent samples to media. However, Lewis Road spent very little on traditional advertising: after an initial spend of about $20 000 (a shoestring marketing budget by even New Zealand's standards), the company realised there was no point in building demand to levels it could not meet. I The success of the chocolate milk was also attributed to the quality of the product, the fact that it initially appealed to existing customers of both Lewis Road and Whittaker's, and the growing trend among consumers for self-indulgence. Joanna Mathers interviewed Colleen Ryan, a consumer strategist from The Research Agency to find out more about the milk's popularity. 

Pursuing growth 
The company soon outgrew its original premises and established a creamery (a factory that makes dairy products) in the Waikato, an important dairy-farming region in New Zealand. In March 2015, about six months after the milk was introduced to the market. the company announced it was building a second creamery to supply its chocolate milk to eagerly waiting South Islanders. In 2016, the company paired up with Whittaker's again to introduce a chocolate butter. Then, in 2017, the company considered growing internationally. However, due to the difficulties of exporting dairy products with short shelf lives, the company pinned its hopes on its chocolate cream liqueur product which has a shelf life of two years. 
Lewis Road now has 50 per cent of the organic milk market, and leads the flavoured milk category with 33 per cent of market share. Its website indicates that it uses three types of 'premium' milk, 'organic' milk and 'organic Jersey' (a premium, creamier organic) milk. Its product mix is currently categorised into fridge products (milk, butter, cream, ice cream), alcoholic drinks (cider, cream-based liqueurs) and pantry (sourdough bread). Its alcoholic products are distributed through liquor retailers while most of its other products are sold through the two major supermarket chains in New Zealand (countdown, a subsidiary of Woolworths Australia, and New Zealand-owned New World) and gourmet-food markets like rarro flesh. 
 

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