The Success Story of Dodoni

Dodoni, Greece’s leading dairy brand, has taken bold steps to grow its footprint in the Netherlands, a market dominated by established dairy giants. With the strategic support of RTL AdAlliance, Dodoni embarked on a high-impact, dual-phase campaign in 2025 to raise awareness and deepen consumer connection.  

Born in 1963 as a local cooperative in the Epirus region of Greece, Dodoni is known for its authentic dairy products and a growing range of plant-based offerings made from natural ingredients. Its signature Feta cheese made with local milk and traditional methods, set the foundation for a wider product family including Greek yogurt, Halloumi, and now, a plant-based line. With exports to over 50 countries, Dodoni is a brand built on heritage that promotes a way of life rooted in quality, simplicity, and sharing.  

As a beloved Greek brand rooted in tradition, Dodoni set its sights on expanding its reach across Europe with the Netherlands emerging as a key growth market. However, entering a space dominated by well-established local dairy brands posed a major challenge especially in building brand recognition from scratch. 

Unlike in its home market, Dodoni couldn’t rely on legacy awareness or cultural familiarity in the Netherlands. For that reason, we created a strategy designed to introduce Dodoni’s values, products, and identity to Dutch consumers in an impactful and relevant way. 

Dodoni faced the challenge of breaking through the noise and building local relevance. To achieve this, the brand partnered with RTL AdAlliance to craft a two-phase media strategy that would introduce its products and values to Dutch consumers.  

The campaign rolled out in two phase campaign focused on building recognition and emotional connection. The first phase featured a 15-second TV spot that brought Dodoni’s Greek heritage to life through warm, sunlit scenes of shared meals and simple pleasures. Viewers saw their famous Greek yogurt being spooned into bowls, families enjoying breakfast outdoors with fresh ingredients, all reinforcing the brand’s philosophy of “Good Life Shared.” 

The second phase built on this foundation through strategic sponsorship placements around food and lifestyle content, ensuring consistent visibility and association with moments of enjoyment.  

The campaign showed strong results for Dodoni’s introduction to the Dutch market. Among viewers who recalled the ads, aided awareness increased by 13 percentage points, and spontaneous awareness rose by 6 points, signalling a significant breakthrough for a new player in the market.  

Dodoni’s 15-second TV spot successfully conveyed the brand’s authenticity and product quality, resonating well with Dutch viewers. Spontaneous feedback was overwhelmingly positive, with respondents describing the ad as “tasty,” “authentic,” and “appetizing.” These impressions translated into strong creative performance, with over half of respondents (59%) saying they liked the ad, outperforming the Netherlands benchmark.  

Importantly, the campaign led to a 5-point increase in purchase intent among those who recognized the spot—an encouraging sign for a new brand in a competitive category. While some areas like brand attribution and emotional uniqueness showed room for improvement, the campaign laid a solid foundation for awareness and trial by connecting emotionally and visually with its audience. However, the study also identified opportunities: while the ad was seen as credible and easy to understand, it lacked distinctiveness, resulting in modest brand recall (15%) and weaker brand attribution, with fewer than half of ad recognizers linking it directly to the brand. 

Today, Dodoni is well on its way to becoming a recognized and trusted name in Dutch homes with RTL AdAlliance as a key partner in that journey.