Pito Diary, based in the Netherlands, develops a wide range of products for both the European and global markets. One of Pito’s core values is to produce Middle Eastern specialties such as Kashk, Jameed, Dough, and various traditional puddings like Shole Zard and Shir Berenj. These products are crafted to meet European standards and health regulations, making them accessible and safe for consumers worldwide.
Challenges
One of the significant challenges we encountered in marketing this project was effectively advertising to individuals residing in Europe but originating from various Arab, Turkish, and Iranian ethnic backgrounds. Since our products were not available in non-European countries, targeting individuals in their home countries was not viable.
When leveraging social media, we faced the risk of attracting users outside our target demographic. To address this, we implemented a strategy that combined social media advertising with the use of micro-influencers from the target ethnicities within the target countries. This approach helped us grow and promote our accounts more effectively.
This strategy also led to a notable percentage of our social media followers being immigrants from these ethnic backgrounds living in Europe, rather than individuals residing in Iran, Turkey, or Arab countries. This nuanced challenge required careful consideration and adaptation to ensure our marketing efforts were both effective and appropriately targeted.
Outcome
Today, the Pito brand, along with its sub-brands Kambiz and Pito, has become one of the most recognized dairy brands in MiddleEastern-Europeans. Our marketing efforts have led to successful collaborations with other brands for white label product production, expanded exports to countries outside the European Union, and increased demand and product availability across many European countries.